Animals Australia shows the sad reality of factory farming in new work from Loud

Animals Australia has launched a new campaign to raise awareness of the inhumane treatment of mother pigs in factory farms, via independent agency Loud.

The campaign ‘You didn’t know, did you?’ follows a young mother and her infant son as she shops for the families groceries. As she exits the meat section, her car filled with several pork products, she walks through doors into a factory farm, where she is confronted with the cruel conditions endured by mother pigs and their babies in such facilities.


Wellison D’Assuncao, creative director at LOUD, said: “Intensive pig farming is a closed curtains business. What you are invited to see, are beautifully curated pictures that romanticise the process. We want to lift that curtain and educate the public and invite them to consider the impact of their choices. We want to create a connection between two mothers who get to care for their babies in very different circumstances.”

Lyn White from Animals Australia, added: “The commonality between mothers of all species is the desire to give birth to their babies in comfort and protect and nurture them. Sadly, this opportunity is denied mother pigs in factory farms. The sole reason such suffering continues is because consumers don’t know the production processes behind their pork, bacon, and ham products. This spot gives consumers back their power to make choices that align with their values, and through doing so, send a strong message that such treatment of animals is no longer acceptable.”

The campaign launches across TV, digital and social media.


Client: Animals Australia
Lyn White – Director of Strategy
Lisa Chalk – Director of Campaigns
Michelle Mavroyeni – Campaign Lead

Agency: Loud
Wellison D’Assuncao – Creative Director
Donna Kalish – Art Director
Benjamin Ryan – Copywriter
Tina Paul – Senior Account Manager
Laura Mazzotta – Account Executive

Alex Feggans – Director
Alan Robinson – Producer
Editing – White Chocolate
Sound Design – Massive Music Sydney


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