Our digital advert which focuses on the grim reality for cage-free hens in the UK, will be seen by up to 250,000 students at 10 universities nationwide in the coming fortnight.
The 10-second advert uses an Instagram-style format to show ‘The Eggspectation’ - a stock video of a hen happily clucking around outside, next to ‘The Reality’ - three clips of hens we filmed suffering in free-range farms. The advert ends with the statement ‘Cage-free isn’t cruelty-free’ followed by ‘Choose vegan’.
The advert will be displayed in halls and other university buildings from Monday 15th to Monday 29th January at the following universities across the country: Bristol, Nottingham, Birmingham, Leeds, Cardiff, Durham, Leicester, Bournemouth, Bedfordshire and Falmouth.
Our advert will be up for two weeks during Refreshers Week and Veganuary — the perfect time for this message to land and for students to consider giving up eggs and go vegan.
Last Autumn, we received lots of positive feedback when we went on a Freshers tour at the University of Sussex and the University of Brighton. Over three days we gave out egg-free cakes, alongside our Rotten leaflets and told students The Foul Truth about the egg industry. We spoke to many vegetarians who believed that they were making the ‘ethical choice’ by choosing to buy free-range eggs and they were shocked by the reality of free-range behind the 'high-welfare' propaganda.
"This is an ideal opportunity to reach hundreds of thousands of students at a formative time when they may be considering going vegan. We know that students are one of the groups most open to change for animal rights and environmental reasons, so it’s great that we can show them the reality of cage-free behind the ‘happy hen’ marketing propaganda and allow them to make an informed choice the next time they go to the supermarket.” - Tayana Simons, Campaigner
Our cage-free student outreach forms a part of a larger campaign ‘Rotten’ — our first-of-its-kind investigation series exposing the Rotten Truth about the UK egg industry. Part three, which focuses on the reality of cage-free, will be launching in Spring 2024.
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