The Story
Seen over 16 million times (6 million in just one week!)- our founder Paul Goodenough filmed a video with The Humane League to highlight the fact that more than 500 million chickens are bred to suffer each year in the UK for major supermarkets including Co-op, Lidl, Tesco, Sainsbury’s, Aldi, Morrisons, Asda, and Iceland.
The Humane League have created a petition to put a stop to this, and with the help of this video have almost reached the target of 30,000 signatures!
Stop the scroll, start the action
We using simple storytelling designed to stop the scroll and start action. At the centre of it: a simple but powerful idea. Turn a complex, hidden issue into something people instantly get.
So we did it through content that travels:
• A bold, scroll-stopping video
• A comic that made the invisible visible
• A clear, frictionless CTA that turned viewers into participants
The result wasn’t just reach – it was reaction.
Thousands of people engaged, commented, and took action.
Because when you make the issue tangible, people don’t just watch – they respond.
We are proud to have collaborated with The Humane League and the wider team on this.
Creator Activation
Building on this initial momentum, we collaborated with incredible content creators Mrs Frollein, Laurie Knox, and Dr Amir Khan – informing and engaging brand new audiences .
@knoxstudy On the disgraceful practice of selling Frankenchickens in UK supermarkets. #frankenchicken #frankenchickens #humaneleague #humaneleagueuk #uk ♬ original sound – Knox Study
