GAIA
Audio Petition
Activation
Each day in Belgium, approximately 65,000 male chicks are killed as a byproduct of the egg industry—a little-known yet shocking practice. GAIA, an animal welfare organization, sought to bring this hidden issue to light and build public pressure on policymakers and supermarkets to adopt more ethical practices. The challenge was to create an engaging campaign that would capture attention, educate the public, and inspire action.
To make an impact, we partnered with GAIA to launch Belgium’s first audio petition—a unique, interactive campaign encouraging people to “crow like a rooster” to show their support. The centerpiece of the initiative was the Egg Mobile, which traveled to 12 cities, inviting participants to record their crow, create personalized videos, and share them on social media. To expand its reach, the petition was also made available online.
The campaign gained an unexpected boost when it was featured on the popular quiz show De Slimste Mens ter Wereld, where contestants were asked to crow like in the campaign. This moment of national visibility added buzz and made the campaign both fun and memorable, sparking widespread conversation and amplifying GAIA’s message about the urgent need for change in the egg industry.
