Lucy Makes Waves

Animals Australia's Unprecedented Radio Campaign Awakens a Nation to the Cruelty of Factory Farming

It was the voice of a little girl who held a nation of radio listeners to attention, following the launch of Animals Australia's memorable 'Lucy Speaks' radio campaign.

Using the voice of a child to describe the prison-like conditions suffered by thousands of mother pigs in factory farms was a compelling strategy that made these ads hard to ignore. And the unforgettable punchline, "It is commonly accepted that a pig has the intelligence of a three year old child" has resonated with listeners across the country.

With only enough initial funding to air the ads on major stations nation-wide for one week, it was unclear how long the campaign would last. But a flood of support from Animals Australia members and concerned listeners raised enough money to run the ads over a period of six weeks! We could not be more grateful for the generosity that made this incredible outcome possible.

For over a month, the Animals Australia office was inundated by calls from shocked listeners who were in disbelief about the cruel farming methods used by over 90% of Australia's pork industry. Countless anecdotes—from those who were not only personally affected by the campaign, but whose friends, family and colleagues had also pledged not to buy factory farmed products—or any pig products at all—were a sign that Lucy was reaching hearts and changing all-important consumer habits.

But the buzz didn't stop there. After a week of discussions on popular talk-back radio programs, Lucy made front-page news on August 3rd in the Sunday Age. The headline read: "Little Lucy threatens pig farmers' bacon", and reported that executives of the Australian Pork Industry were planning a "media battle plan" to counter the campaign, whilst they had desperately hoped that Lucy would just "go away". At the same time, an international pig industry body announced that Australia's Pork Industry was "extremely worried" that the Animals Australia campaign would influence buying habits. But without a leg to stand on, the pork industry was unable to defend its cruel practices. Lucy would not be silenced.

In early September, Animals Australia's Action Network proceeded to distribute thousands of SaveBabe.com flyers to consumers all over the country, to reinforce the awareness that had been generated by the campaign.

Today, the campaign continues to gain attention in the form of community service announcements on radio stations and also as print ads in select newspapers.

To all who supported Lucy's remarkable journey, thank you again. We invite you to watch the video below, and share our joy in knowing that fewer pigs will suffer the pain of factory farming thanks to your generous support.

Support Animals Australia's Work to End Cruelty to Pigs

Adopt your very own plush pig, and help to free real pigs from suffering. Symbolic adoptions direct much needed funds to our vital campaigns to raise public awareness and put pressure on Government and industry to improve conditions for some 5 million pigs trapped in factory farms each year. Adopt a pig today!