Almost all of Hong Kong’s eggs and chicken meat are produced in cruel, crowded battery farms. Our task was to raise awareness of the conditions that these poor birds must endure.
Battery chickens live and die in cramped cages about the size of a letterbox. So we placed chicken-shaped DM pieces into apartment building letterboxes, transforming them into battery chicken farms.
EXTENDING THE CAMPAIGN
First, we did a series of mailbox drops throughout Hong Kong. Then, DM pieces were included with the SPCA’s Pawprint magazine, sent to the organisation‘s 20,000 members. They were encouraged to continue the campaign for us, by transforming their neighbours’ letterboxes into battery farms. Our DM piece drove our audience to an SPCA microsite, where they were encouraged to “Spread the Word, Free a Bird.” Here, users could free a virtual chicken from captivity by spreading word of the campaign on social networks.