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

PETA asked us to help them in their mission to change the public’s attitude towards cow’s milk.

  • Challenge

    Drinking cow’s milk is widely viewed as the norm, but PETA wanted the public to think about reconsidering this.

  • Insight

    Though more people in the UK are seeking dairy milk alternatives; mostly they and many more are unaware of the unsavoury facts behind cow’s milk and the cruelty of the dairy industry.

  • Solution

    Instead of the usual tactic of shock we used humour to highlight how strange it is to drink the milk of another mammal to successfully transcend PETA’s core audience.

Results

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

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