PRWeek UK Awards Winners 2022: Best Use of a Small Budget

This award goes to Cow for its campaign for World Animal Protection.

Winner – ‘Factory Farm Play Set’ by Cow for World Animal Protection

More than 70 per cent of the UK’s farmed animals languish in unnatural, intensive factory farms, and agriculture is projected to produce 52 per cent of the world’s greenhouse gas emissions over the next decade.

Read: PRWeek UK Awards 2022: Winners revealed

World Animal Protection (WAP) tasked Cow with coming up with a PR and social campaign to run during COP26 that would highlight animal cruelty and the environmental impact of factory farming. The campaign played on the contrast between the romanticised idea of farms people have in childhood and the grim reality of industrial farming. Its key message was “If children can see factory farming is wrong, why can’t we?”

A Factory Farm Play Set was created to depict the cruel and unnatural living conditions. The packaging warned of the harmful effects of unseen methane and CO2 emissions that contribute to climate change. A campaign film featured children playing with the toy, with their reactions filmed as one boy said: “This farm is not nice, it’s a bad farm.”

The campaign was launched during COP26, and was supported by unpaid influencers such as Dragon’s Den star Deborah Meaden and celebrity vet and animal activist Marc Abraham. It was relaunched to media and across WAP’s social channels in December 2021.

The different approach resulted in 21 pieces of national and lifestyle media coverage, not to mention two million organic video views and more than 3,000 organic video shares across Twitter, Facebook and Instagram – with a total social reach of 37 million.

The judges said

The ingenious creative idea at the centre of this campaign really stood out for me. 10/10 for creativity and creating something sticky.

Highly commended – ‘#digitalflashingisflashing’ by Bumble with Hope&Glory and Broadcast Revolution for Bumble

Dating app Bumble led a campaign to make cyberflashing illegal and assembled a powerful coalition of victims, experts, women’s groups, and politicians all united in calling for change. Within months of the campaign’s launch, amid widespread media coverage and growing pressure to act, the government announced that it would make cyberflashing a criminal offence under the proposed Online Safety Bill – with perpetrators facing up to two years in jail.


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