The consumption of cow’s milk causes great suffering for dairy cows and their calves. PETA aims to raise awareness of this issue and encourage people to give up cow’s milk. Our approach: instead of using shocking images, we wanted to connect with the audience on an emotional level and inspire them to take action. Led by a film, a digital campaign was created and accompanied by a chatbot, which gave people practical advice and recipes for giving up cow’s milk.

Agency: Kolle Rebbe
Client: PETA Deutschland
Role: Copy