Unknown to many, live transportation continues to subject British farm animals to unnecessary suffering. In 2011, cattle exports to Europe increased three-fold to over 80,000. Our campaign objective? To make people aware of the horrors of the live export trade – and help us stop it.
At stopliveexports.com, our target of £10,000 to enable an investigation into the trade was met and bettered.
The medium of bus advertising worked perfectly and powerfully for us.
Juxtaposing the cramped conditions in which live farm animals are forced to travel with the comfortable, everyday mode of transport we enjoy would really help people both on and off the bus to empathise with their plight.
Bus advertising allowed us to drive (pun intended) home a real insight into an inhumane practice people wouldn't normally see – and strongly encouraged them to help us bring it to an end.
Our creative concept for Compassion in World Farming beat more than 650 entries from all over the UK to win the CBS Outdoor Big Bus Challenge 2011.