Humane Slaughter Act Campaign

This emotional series of ads was created to promote adherence to the Humane Slaughter Act. Created for the UK's Farming and Wildlife Advisory Group (FWAG), each ad highlights the suffering caused to animals when the Act is not followed. To hit home, the viewer is put into the animal's shoes (or, more apropos, hooves) through the photography (a combination of human and animal faces) and first-person copy.

Copy in the chicken ad reads: You're a chicken on your way to becoming fried nuggets at a 7-year-old's birthday party. You're hanging from a metal shackle, approaching a mechanical knife that will slit your throat. You were supposed to be paralyzed in electrified water first so you don't feel the pain. Stop violation of The Humane Slaughter Act.  You are what you eat. Bon Appetit.

Copy in the lamb ad reads: You're a lamb who will soon be lying on a plate garnished with vegetables. But you're used to lying down because you've been confined to a dark wooden crate your entire life that's so small, you don't even know what standing up feels like. You are what you eat. Bon Appetit. 

Copy in the cow ad reads: You're a cow on your way to becoming a double cheeseburger on a toasted sesame seed bun. In a minute, a razor sharp hook will chop off your hooves while you're still fully conscious because the person who was supposed to stun you decided it took too much time. You are what you eat Bon Appetit.

Copy in the pig ad reads: You are a pig who's about to play a key role in a breakfast buffet. In a few minutes, your desperate kicks and blood-curdling squeals will be ignored as you're lowered into boiling water that makes you easier to skin. No one bothered to stun you first because, after all, you're just a pig and it would cost extra. Stop violation of the Humane Slaughter Act. You are what you eat. Bon Appetit.