What happens to cows is revolting. People for the Ethical Treatment of Animals (PETA) has a well-deserved reputation for creating content that, while sometimes shocking, promotes a cruelty-free lifestyle. When they came to us to raise awareness about the inhumane treatment of dairy cows and get people to reconsider their consumption of dairy, we contributed to their bigger story of aggressive messaging by counterintuitively being detached.

We saw no need to dramatize or embellish the little-known horrors of corporate dairy farming. We let the actual facts speak for themselves, loudly. In videos, simple animation and title cards explained the insemination, endless cycle of pregnancy and suffering in a dispassionate tone – as if they were instructional style films created by dairy associations to help dairy farmers maximize profits.

The campaign was launched on social on the first day of the World Dairy Expo in Madison, Wisconsin, where PETA staged a protest with peaceful rebels. The videos were translated into seven languages used across all PETA platforms.

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