Animals Aotearoa

Summary

Animals Aotearoa came to us for support with their campaign against the inhumane treatment of chickens by Nando’s and Pita Pit in New Zealand, with the goal of getting people to sign the related petition.

The Client

Animals Aotearoa shines a light on what is hidden behind the walls of factory-farm sheds, and helps chickens bred for meat by achieving corporate policies to substantially improve their welfare.

https://animalsaotearoa.org/

The Brief

After a longstanding campaign had begun to slow down, with limited target engagement, Animals Aotearoa needed a reinjection of energy to bring the targets back to the negotiating table.

The Solution

We collaborated with Animals Aotearoa, building a set of ads and a microsite to inform people about the selective breeding and mistreatment of chickens by these companies. Aside from informing the general public, the aim of this campaign was to encourage readers to sign a petition prompting Nando’s and Pita Pit CEOs to sign the Better Chicken Commitment and become dedicated to higher standards of animal welfare.

We also provided support on crafting the direct communications with the target brands in order to bring them back to the negotiation.

The Result

The ads were very successful and garnered over 11,000 signatures. In the first week of going live nearly half of all audiences that engaged with the ads, went on to sign the petition.

We also re-engaged the targets via email and managed to restart an open line of communication.

“User-Friendly understands corporate campaigning for animal welfare and so were able to hit the ground running. Their experience and help in drafting corporate emails was invaluable and helped us get companies back to the negotiating table. Also they came up with a simple and effective way to rank companies in our report. In the first week of the campaign, 48.72% who clicked on the ads signed the petition, giving us a hugely impactful first week.”

Mona Oliver - Animals Aotearoa