2021 brought yet another campaign from the great Canadian organization Canadian Coalition for Farm Animals – this time to advocate for “broiler chickens.” In this clever PSA, we brought two actresses together in a park in Toronto to play two moms discussing babies. When their conversation turns to “fattening up” their kids, one mom can’t help but share with the other the abusive methods used to raise broiler chicks. They’re fattened up so fast they end up not being able to walk, and having crippling physical deformities. As one mom puts it: “it’s awful.”
This PSA showcases AWM’s ability to think of a high concept and execute with small budgets, but large amounts of creativity. This is an example of taking a sensitive issue and presenting and packaging it in a way that makes it relatable, and entertaining.
Sure, we all know about the many horrors of factory farming facilities, where millions of animals are crammed into small spaces, often abused, and killed in methodical and unimaginably cruel ways. But not as much is known about the way these animals are transported once they’re in the factory farming system.
Based in Toronto, the organization Canadian Coalition for Farm Animals is working to educate people about the horrific condition in which animals are often transported throughout Canada, allowed to suffer for hours on end in extreme heat and brutal cold on outdated trucks. There are better trucks available, and people need to demand that they start being used.
In this clever spot we created for CCFA, we explore the hypocrisy of how we demand “creature comforts” for our vehicles, but turn a blind eye to the suffering of our fellow creatures in the trucks that transport them. Hopefully, with increased pressure on the industry, things will start moving in a different direction.