Animals Australia's Make It Possible campaign challenges consumers to consider the treatment of animals held in factory farms for food production.
The Australia wide campaign which will feature an advertisement to be shown on television and in cinemas where farm animals campaign for an improved quality of life. According to Animals Australia, factory farming is the number one form of animal cruelty in Australia and uses more food than it produces, with farm animals consuming one third of the world's edible cereal harvest, which would be enough to feed approximately 3 billion people.
The advertisement will use a combination of actual images from factory farms in Australia and animation special effects similar to those used in the film Babe. The advertisements will be shown in the lead up to Christmas. "The goal of Make it Possible is one that we know all Australians will agree with - that all animals raised for food in this country should be provided with quality of life and protection from cruel treatment,” said Animals Australia Campaign Director Lyn White.
Make It Possible has attracted celebrity support including former tennis player and current Australian Davis Cup Captain Pat Rafter who said "Australians are a pet loving nation and we don't want to see any animal suffer unnecessary cruelty. The more informed the public are about factory farming the better chance we have to make change,”
Campaigns to end factory farming are making a difference in Australian grocery practices. Leading supermarket Coles has announced that from 2013, it will no longer stock caged eggs and will phase out the use of sow stalls in all pork, bacon and ham produced for Coles supermarkets. As well as phasing out caged eggs, Coles has reduced the price to consumers of free range eggs. The supermarket giant has assisted its producers with the cost of implementing new farming process to remove the caged hens and sow stalls. Coles Merchandise Director, John Durkan, announced the news at the Coles sponsored National Farmers Federation annual congress in Canberra. Mr Durkan said “Our customers told us that they want quality food which is responsibly sourced and great value. We have listened carefully to this message and worked tirelessly with our suppliers over the last two years to make the investments and changes required."
Both Animals Australia and the RSPCA have congratulated Coles on its decision to move into animal welfare friendly production methods. However not everyone is supportive of the move away from factory farming. The Australian Egg Corporation Limited spoke out against the Make It Possible campaign and Coles' decision to phase out caged eggs. “Purely banning eggs from one egg production system is misguided. The decision should be a consumer's - based on their personal choice and budget. Families shouldn't be manipulated by activists such as Animals Australia and retailers such as Coles,” AECL Managing Director, Mr James Kellaway, said in a press release. Mr Kellaway also stated that each of the three main egg farming systems (cage, barn and free range) has welfare strengths and weaknesses. For example, hens in cages are likely to live longer, be more healthy and are safe from weather and predators.
The Make It Possible campaign materials can be viewed on Animal Australia's website.