The Humane Society of the United States had a very specific goal in mind: to apply pressure to the Meijer grocery store chain to commit to selling only cage-free eggs in their 200+ stores. AWM’s concept demonstrated, in the most visceral way possible, what life is like for egg-laying hens in cramped battery cages to encourage Meijer to make the switch.
AWM took over the elevators at the historic Homer Building in Washington, D.C. for a day and put 15 dedicated actors through an exercise in patience and stamina. It was a long day, but everyone had a good time working for an important cause.
The result was a highly-shareable video that far exceeded its targeted goal. At the mere threat of HSUS releasing this video, Meijer announced they would be going cage-free by 2025.
Along with HSUS, AWM quickly repurposed this PSA to target Publix and its more than 1,100 stores – and they too soon announced plans to commit to selling only cage-free eggs.
Chickens are highly-intelligent animals. But not everyone knows that.
In this PSA for The Humane Society of the United States, pedestrians in New York City’s busy Madison Square Park found out first hand. We set up a booth promising them “free chicken,” but what they didn’t realize is that they were not getting a free lunch, but a once-in-a-lifetime experience to make a new friend. They learned that it’s much more compassionate to “meet a chicken, not eat a chicken.”
The heartwarming and quirky PSA quickly generated nearly one million views in the first month after its release, and created a deep connection between two sweet chickens and some tough New Yorkers!
In the election of 2016, there were a few bright spots: one of which was that Massachusetts passed a state-wide law to ban farm animal confinement known as “Question 3.”
As part of the “Yes on 3” campaign, Citizens for Farm Animal Protection and The Humane Society of the United States hired us to create a PSA promoting the passage of the bill.
Our concept was simple: we wondered what would happen if we crammed 15 Bostonians into a tiny cage in front of Faneuil Hall. The answer was equally as simple: they didn’t like it.
The result was a PSA that did its part to move the needle towards passage of the bill, and a better life for all farmed animals in the state of Massachusetts.