SPCA, DDB raise awareness of cramped conditions at battery farms

SPCA has launched a campaign titled ‘Think your place is small?’ drawing on the notoriously small living spaces in Hong Kong to create awareness of living conditions at battery farms. 

The creative team at DDB states that a typical battery-farmed chicken lives in a space about the size of a letterbox. They have created chicken-shaped leaflets for distribution in mailboxes across town, advocating the purchase of free range chicken meat and eggs instead.

Tim Cheng, ECD at DDB, explains, “For most people, it’s easier not to think about where our food comes from. Rather than using shock tactics, this campaign is about provoking thought. It uses a wry, intelligent sense of humour to get people to think about the poultry products they buy at the supermarket.”

“We are pleased to see that not only the public but organisations like DDB are aware of, and concerned by the plight of food animals,” said Sandy Macalister, executive director at SPCA Hong Kong.