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End of the Line Campaign

The Story: End of the Line is a global campaign launched at COP 27, calling on global leaders to end factory farming. At the centre of the campaign is a global petition explaining the impact of factory farming on animals, people and the planet via 5 key issues: animal welfare, environmental, wildlife extinction, human health and the broken food system.

The Story: End of the Line is a global campaign launched at COP 27, calling on global leaders to end factory farming. At the centre of the campaign is a global petition explaining the impact of factory farming on animals, people and the planet via 5 key issues: animal welfare, environmental, wildlife extinction, human health and the broken food system.

The Brief: A digital campaign had already launched with 2 emails sent but wasn’t achieving the desired response. So we were asked to create a DM campaign to boost cash donations from a warm audience.

Our Response: The content was designed to focus on the key issues through individual animal stories – Alfie the pig, Clara the cow, Snowdrop the chicken and Bella the rabbit. The letter with drop – down donation form was sent with accompanying cards telling the story of each animal, asking for a cash donation and to support the campaign to help end factory farming.

The digital campaign (emails and social media posts) was live before and after the pack was sent to amplify the messaging.

Why it works: As part of a global campaign, this DM pack needed a strong and clear ask that would resonate with the existing supporters. A wide global message is unlikely to achieve this therefore the familiar animal welfare stories would connect much better with CIWF’s loyal and dedicated audience. All animal stories then come back to reinforce the global message to tie it all together, creating a really strong and single-minded pack to drive donations.

Results: Target to achieve £65,000 income through single gifts. Sent to 35,000 current supporters

Bringing real animal stories to life