The aim of this campaign is to raise public awareness of the confined and inhumane conditions in which battery hens are kept in the egg industry. It aims to challenge community views on the acceptable treatment of hens and gather public pressure to demand changes to laws regarding battery hens.
The campaign involves Animal Liberation teaming up with a paper suppler such as Reflex. The concept is to pre-print our message on the reverse side of every A4 sheet sold. Animal Liberation branding will be incorporated into the packaging and ask the public to ‘Turn the page on battery hens'.
By using this media the message is not only delivered to offices that buy the paper, but also on the back of all outgoing printed communications; invoices, letters etc. This non-traditional approach will see the message distributed to countless individuals and companies across Australia for no additional cost to Animal Liberation.
Rather than showing the expected gruesome images to be disruptive, this communication states a fact simply, and then lets the viewer visualise their own shocking images.