Animals Australia trades horror for humour in new anti-cage eggs campaign
Social shaming and humour the key to new anti-cage egg campaign
Animals Australia is adopting a major shift in the way it is fighting for animal rights, moving from shocking images of suffering animals to humour in a bid to change people’s habits of buying cage eggs.
The group has been successful in changing Australia’s supermarket buying habits in relation to pork and beef farming methods, but has struggled to move the dial in terms of persuading people to say ‘no’ to cage eggs.
While surveys suggest almost 85% of consumers say they are against cage eggs sales, 50% of them still reach for cage eggs when they enter the supermarket, largely driven by price and convenience.
The non existent character depicted, could, be said to be a “bad egg” by virtue of an outmoded reference to a bad fellow.
However, a cage egg is not necessarily a “bad egg” and a free range egg could easily be as bad by the same rule of volume. it is not the bad egg per se, but rather the perceived bad egg production techniques which ought to be the target.
Each of these ads is something of a curate’s egg, they work on a mildly amusing scale, but I doubt that they will stop the practice of cage egg production.