Peta - Could You Stomach This? Campaign by Don't Panic London
PETA

Could You Stomach This?

We made people realise drinking milk is barking mad

  • Challenge

    Change the public’s perception of dairy by taking drinking cow’s milk from ‘normal’ to ‘weird’.

  • Insight

    Dairy milk drinkers don’t often make the connection between the product and its source.

  • Solution

    Use humour to reframe the conversation and get people thinking how odd it is to drink another mammal’s milk beyond infancy.

Results

  • 12.2m
    views
  • 100k
    shares in total
  • 55k
    shares in 24 hours

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