In Poland, around 42 million farm animals spend their entire lives in cages – confined, deprived of movement, sunlight, and often separated from their mothers at birth. While public awareness of the issue is already high – with 70% of Poles supporting a ban on cage farming- awareness alone wasn’t enough. What was needed was activation.
Our task was clear: reach people who already wanted change – and give them a powerful reason to act.
To activate engagement around the petition to the Ministry of Agriculture supporting an EU-wide ban on cage rearing, we partnered with well-known Polish actors and influencers and asked them to do something radical yet simple: speak with the voices of animals who cannot speak for themselves.
We created an emotionally charged hero film that confronted viewers with the brutal reality of cage farming – then broke the silence with human voices delivering animal testimonies. The message was deliberately disturbing, because the reality is disturbing.
The activation unfolded in social media first. Influencers published unsettling posts featuring their own portraits paired with captions suggesting captivity – only later revealing the true meaning and directing followers to sign the petition. Each creator nominated others, turning advocacy into a chain reaction rather than a one-off post.
We expanded the idea further:
🚀 a second film released on Mother’s Day, drawing emotional parallels between human and animal motherhood,
🚀 a metaverse activation in Decentraland, where users could symbolically free virtual animals by signing the petition,
🚀 continuous social amplification through reposts, excerpts, and community-driven sharing
The results proved the power of values-driven activation:
🚀 nearly 5 million PLN in earned PR value,
🚀 over 15 million media impressions,
🚀 80,000+ petition signatures.
All above achieved with just €10,000 in paid media spend
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