Raising Voices Against Chick Killing with Belgium’s First Audio Petition
Raising Voices Against Chick Killing with Belgium’s First Audio Petition
This summer, GAIA aimed to shed light on a little-known issue: the killing of 65,000 male chicks daily in Belgium’s egg industry. Our challenge was to help them create something impactful to raise awareness and pressure supermarkets and policymakers.
To engage the public, we worked with GAIA to launch Belgium’s first audio petition. The idea? Get people to “crow like a rooster” as a fun, interactive way to sign the petition. We toured 12 cities with the Egg Mobile, where participants could crow, record a personalized video, and share it on social media. The petition was also available online to maximize reach.
The campaign even caught the attention of De Slimste Mens ter Wereld, a popular quiz show, where the quizzers were asked to crow just like in the campaign. This unexpected feature not only brought extra visibility but also created a fun, memorable moment on national television, sparking additional buzz and conversation around the initiative.