Gaia Promo, Case study LET THEM HANG by FamousGrey Brussels

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Belgium
Agency FamousGrey Brussels
Creative Director Christophe Ghewy, Joeri Van Den Broeck, Paul Wauters
Art Director Nathalie Wlostowski
Copywriter Frederik Clarysse, Bram Ceuppens
Released July 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: GAIA
Art Director: Nathalie Wlostowski (Famous Brussels)
Copywriter: Frederik Clarysse (Famous Brussels)
Copywriter: Bram Ceuppens (Famous Brussels)
Creative Director: Tim Driesen (Famous Brussels)
Creative Director: Joeri Van Den Broeck (Famous Brussels)
Creative Director: Christophe Ghewy (Famous Brussels)
Interactive Director: Jonathan Detavernier (Famous Brussels)
Public Relations: Liesbeth Pyck (Famous Brussels)
Desktop Publisher: Franco Scaramuzza (Famous Brussels)
Project Manager: Bart Segers (Famous Brussels)
Art Buyer: Sandy Leemans (Famous Brussels)
Account Manager: Silvie Erzeel (Famous Brussels)
Account Manager: Marlies Neudt (Famous Brussels)
Account Director: An Van Den Cruyce (Famous Brussels)
Web Design: Elke Helbig (Famous Brussels)
Web Design: Barbara Vandenberghe (Famous Brussels)
Media placement: Facebookevent - Internet - 22/8/2011
Media placement: Direct Mail - E Mail - 22/8/2011
Media placement: Print Interview - Dag Allemaal Magazine - 22/8/2011
Media placement: Top Topical 'Freek' - Newspaper Metro - 5/9/2011
Media placement: Facebookpage - Internet - 5/9/2011
Media placement: Radio Commercial - Radio - 7/9/2011

Summary of the Campaign
Every year, thousands of piglets get castrated without anaesthesia. This is extremely painful and unnecessary. There are painless alternatives. To raise awareness for this case, Gaia, an animal rights movement, called on all Belgian men to 'Let Them Hang'. A campaign using print ads, Facebook events and radio commercials asked them to leave their underwear at home on the 9th of September. The campaign got covered by national and international media, from Russia to Bangkok.

The Situation
Many pig farmers neuter small innocent piglets, without any anaesthesia. This is extremely painful. But castration is, in most cases, causeless, and there are painless alternatives. Gaia, an organisation defending animal rights, wants to fight this case of unnecessary animal torture.

The Goal
The big supermarkets have the power to change this situation. We had to convince them to demand pig farmers to choose painless alternatives.

The Strategy
We needed to raise awareness among the general public and make this cause a topic in nationwide media. This will definitely put pressure on decision makers at big retailers. This is the best way to force a solution with the big supermarkets.

We called on those who would understand the pain of neutering the most: all Belgian men. We asked them to “let them hang”. Which means: leave your underpants off for once. Via a Facebook event, radio commercials and print ads, we asked all men to leave their underwear at home on the 9th of September. Because if every man would let them hang, maybe supermarkets would force pig farmers to let them hang too.

Documented Results
Over €5m in PR-value. The campaign was meant to raise awareness on a national level. Instead, press in Italy, Germany, Bulgaria, Thailand, France and the Czech Republic also covered our 'underpantless' day.

With this much public interest on the topic, Lidl, a large supermarket franchise, decided to stop selling meat from neutered pigs. Many others are considering the same action.