World Animal Protection

A global engagement campaign to end the secret suffering of chickens

World Animal Protection

A global engagement campaign to end the secret suffering of chickens

Disciplines

A better life for 10 billion chickens

World Animal Protection’s vision is a world where animal welfare matters and animal cruelty has ended. Red Stone were commissioned to shape the campaign through messaging and visuals that can be universally understood.

A campaign that can work across the globe

We worked with World Animal Protection to build a campaign strategy, mapping insights gained from research onto a series of propositions. From this, we created a campaign that is positive, powerful and works in any language.

Launching the campaign

The campaign goes live with a film we made to highlight the conditions in which many meat chickens are raised, along with an animated ad in Times Square, New York.