Animals Australia calls for an end to factory farming

Communications agency Loud has created a new pro bono campaign for Animals Australia in a bid to put a stop to factory farming.

The 10-minute video features ‘Babe’ style special effects and shows animals trapped in a factory farm singing about freedom with the tag line ‘Make it possible’.

The first three minutes of the film will be used as a TV ad.    

CEO for Loud, Lorraine Jokovic said: “Apart from the tremendous satisfaction in achieving positive change for animals, the recent live export campaign being a great example, what I’ve gained is a constantly refreshed faith in humanity and the satisfaction – professional and personal – that our industry can continue to create meaningful change both commercially and socially.”

The campaign is supported by social media and an online platform, where consumers can go to sign a pledge for change.


  1. Tom
    23 Oct 12
    10:25 am

  2. The Matrix more accurately applies to chickens and pigs than humans…

    Great work.

  3. Groucho
    23 Oct 12
    11:01 am

  4. Great work, great cause.

  5. Sarah Greenaway
    23 Oct 12
    1:07 pm

  6. As a vocal and active animal rights advocate, I’m often confronted with deflating news about stops to planned animal welfare changes, graphic footage and morbid tails of abuses that often defy comprehension. It’s a tough gig, caring about what happens to animals in this country because, for many years now, the worst abuses have been happening in great big sheds – outside the field of view of the average Jo. I’ve believed for a long time that if people knew what was going on behind the doors of those sheds, they would be appalled and moved to change their purchasing decisions. People just aren’t inherently bad. They don’t want to see animals suffer and they certainly don’t want to actively support and industry that causes widespread animal suffering.

    This courageous campaign is the first time in a long time that I have felt like people might actually stand up and take notice. It’s not graphic or shocking so people can’t justify switching off, it will entice kids and promote family conversation about factory farming, and put people face-to-face with the animals that suffer in the food production process. This is where advertising can really make a difference and I’m confident this campaign will be effective in raising awareness of the failings of the intensive farming industry.

    I often thank Animals Australia for their work but thanks, too, to all the other people who worked (no doubt tirelessly) to create such an important campaign.

    Here’s to an end to factory farming and working together to make it possible.



  7. Shelby
    23 Oct 12
    1:36 pm

  8. Hopefully this campaign will encourage more people to support more humane animal farming methods.

  9. Carole Goldsmith
    23 Oct 12
    2:05 pm

  10. Great ad and thanks Loud Agency for pro bono work on this ad. It has inspired me to donate to Animals Australia to support the cause and put a stop to this cruel factory farming. Give animals freedom to roam and not be stuck unable to move in cages. Let pigs and chickens fly….

  11. KC
    23 Oct 12
    3:41 pm

  12. Well done, it’s a great ad. I’m already a proud Animals Australia supporter, and would love to see more people join. Communication needs to continue beyond this campaign and sporadic news coverage – keeping the pressure on industry and government. As well, we should also be concerned about the welfare of the animals we eat in restaurants, not just our own homes. Thanks.

  13. FK
    23 Oct 12
    6:05 pm

  14. Protecting piglets
    The average sow weighs over 250 kg – equivalent to 3 standard fridges. During the short and chaotic period new piglets are suckling, they are extremely vulnerable to being crushed to death by their mother. The temporary use of farrowing crates plays a crucial role in protecting piglets from being crushed.

  15. Analog Penetration
    23 Oct 12
    7:09 pm

  16. Great video, really pulls at the heartstrings, then gets you thinking.
    A version of the video with just the musical piece at the start might be shared more though, as it would be easier to get people to watch 3 minutes than 11:30.
    That being said, amazing. I already buy free range most of the time but it’s really got me re-prioritising.

  17. NA
    24 Oct 12
    9:18 am

  18. Did someone say Humane method of farming?

    Ultimately aren’t they farmed to be killed and consume?

    Just stop eating animals, you would be doing more deed that way.


  19. Sarah Greenaway
    24 Oct 12
    11:08 am

  20. FK – That’s true, sows can crush their piglets in intensive farming situations as there is very little space for them to manoeuvre themselves. As you will also know, no doubt, data provided by Australian Pork Limited states that the current industry average for pre-weaning deaths of piglets still stands at 13.1% so this figure would indicate that farrowing crates are not as efficient as we are led to believe.

    Mortality rates are lowered if the sows are allowed to farrow in straw-filled pens.