Compassion in World Farming: advert-body-1 by Free The Birds

Free The Birds, a brand communication and design agency, has created a new campaign for animal welfare charity Compassion in World Farming (CIWF) encouraging consumers to consider what they eat and reduce their meat-based protein consumption as a result. The campaign emerged from a brand identity brief that Free The Birds took on for CIWF on a pro bono basis as part of the agency’s philosophy to do things that make the world a better place.

In the film, titled 'Mouths' viewers see close-ups of mouths talking about how up until now, history has been made by words – but that change can also come not because of what comes out of our mouths, but because of what we put into them. It uses the fact that one third of the grain produced annually is used to feed farm animals – produce that could be used to feed as many as three billion humans instead. The campaign uses the strapline: ‘Eat plants. For a change’, and the message ‘Your body will love it. The planet will love it too.’ It aims to influence companies directly and indirectly via consumer pressure to reduce their meat-based protein by 25% by 2025.