We teamed up with celebrities. We conducted investigations. We ran ads on TV and in cinemas. We blanketed billboards. Radio. Taxis. Newspapers. We even hassled McDonald’s.
But did it work?
You decide. Allow us to present the 2014 Make it Possible report card — or — ten ways a little flying pig is changing the world:
Hundreds of thousands of people reacted to the Make it Possible film by signing a personal pledge: to never buy factory-farmed products, to reduce consumption of animal products, or to go meat-free — for animals!
Supermarket giant Coles responds to the launch of Make it Possible with a landmark announcement: Coles will no longer sell home brand cage eggs or pork products from suppliers who confine mother pigs in pregnant sow crates.
Inspired by our campaign to free hens from cages, Quinton's SUPA IGA becomes the first in Australia to announce they are pulling all factory-farmed eggs — both cage and barn — from its shelves! Other leading IGAs quickly follow their lead. Soon after, the iconic South Melbourne Market makes the same commitment.
An ACT Greens bill becomes the first anti-factory farming legislation to be passed into law. Our nation's capital has become the first jurisdiction in Australia where many of the cruellest factory farming practices are now illegal — including confining pregnant mother pigs in tiny crates, confining hens in battery cages, and 'debeaking' baby chicks.
Rising consumer awareness and three months of intensive campaigning sees the fast food industry's biggest egg user — McDonald's Australia — committing to end its support of battery cages. And the little viral video that tipped them over is as heartwarming as it is powerful.
Subway, with 1,400 stores nationally, becomes the next fast food giant to follow the trend set by McDonald's and major retailers, announcing a complete phase out of cage eggs over the next 12-18 months.
Over 2,000 Australians sign up on behalf of their workplaces to help make their office / daycare centre / university / school / clinic / hospital / building site — you name it — a workplace that refuses to support the cruelty of battery cages.
Roy Morgan research reveals a significant shift in buying habits: fewer people are today purchasing factory-farmed products!
More cruelty-free alternatives to animal products are hitting supermarket shelves, including Fry's new range of tasty meat-free treats. Vegetarian and vegan options — once difficult to find — now demand more shelf space as a growing number of Australians opt for kinder, more sustainable products.
And that's not all.
The Make it Possible campaign continues to forge change for animals. Every single day we are reaching over one million people with the truth about factory farming — on the backs of taxis around the country, and online around the world. We could never have built such momentum, or achieved critical milestones for animals, without the generous support of Make it Possible donors. We cannot thank you enough.
The next 12 months will be defining for Make it Possible. Having achieved so much in two short years, we must now look further, and aim higher. So in 2015 we will not only continue to raise public awareness... We will not only seek more commitments from retailers and fast food giants... We will tackle the root cause of factory farming itself: Australia's unsustainable demand for animal products. And in doing so, reduce the demand that has forced farmers to cram animals into ever smaller and crueller confines.
We believe in a world without factory farming — a world where every animal, regardless of whether society deems them 'friend' or 'food', is afforded a life worth living.
With your ongoing support, a world without factory farming will not only be possible, it will be a reality.
Raise a glass with us! This limited edition 2012 Chardonnay and 2013 Shiraz from the Yarra Valley not only feature the inspiring Make it Possible winged pig on the label — proceeds from the sale of these exquisite wines will directly support Make it Possible and bring a world without factory farming even closer. A great drop, and a great conversation starter!
Note: the limited edition 'Make it Possible' anniversary wines are no longer available. But you can still order Animals Australia wines here, thanks to our friends at Goodwill wines.