This project aims to shift society’s perception of farm animals, encouraging the view that they are sentient beings, rather than food sources. Focused on the billions of animals who suffer and die each year for our consumption, it seeks to give a voice to those who remain unheard but experience emotions and suffering just like us.
Through a blend of photography, illustration and typography, the project presents a social media campaign consisting of 18 Instagram posts. These visuals emphasise the similarities between humans and farm animals, sparking empathy and fostering a greater understanding of their shared experiences. By focusing on the lives of the animals instead of their suffering, the campaign challenges the objectification of farm animals and advocates for a more sustainable and compassionate world where all species can coexist in harmony.
Giving Livestock a Voice Through Typography
The self-made font brings livestock, often overlooked in Western European cultures, into the spotlight by integrating them into the letters themselves. Each character of the font features a representation of these animals, making them visible in every word written. This design choice not only emphasises the value of their lives but also aims to create a more engaging and thought-provoking visual experience. By incorporating animals directly into the font, the project highlights their importance, while encouraging a deeper connection and appreciation for their existence.
EVERY SECOND approximately 2381 chickens, 48 pigs, 20 sheep and 10 cows are slaughtered worldwide
(Our World In Data, 2024).
Challenging Perceptions
In our society, it is a dominant norm to view certain animals as food sources. This campaign challenges that norm by highlighting the similarities between humans and farm animals. Each post presents a fact about the animals’ intelligence and needs, highlighting their emotional depth. Vibrant visuals and playful elements are used to show the animals as sentient beings.
Through photography, the posts feature real images of animals, making it harder for viewers to ignore their existence. Each post offers interactive slides with seamless transitions that encourage deeper engagement and empathy.
Bringing the Message to the Real World
Additional stickers featuring a QR code promote the account, providing a direct link to the Instagram page. Placed on personal belongings and in public spaces, these stickers help reach a broader audience, extending the campaign’s impact beyond Instagram followers.
See The Instagram Account here.
