World Animal Protection wanted a low-cost campaign to highlight the environmental impact and cruelty of intensive farming.

The problem is that 'factory farming' is not a secret. Adults are familiar with the images but choose not to think about where the conditions their meat and dairy comes from. Yet, children have a very different perception of what farms are like through early learning songs, books, games and toys.

My idea was to create a toy based on the modern reality - the Factory Farm Set - and asked a question, 'How would children react if asked to play with it?'. In a simple social experiment, the unscripted reactions of children were captured. and they were also given the opportunity to fix the farm, ending with the question 'If children can see factory farming is wrong, why can't we?'

Factory Farm Play Set was the highest profile earned media campaign by any charity or NGO during COP21. It went on to win The Drum Marketing Award for Best Not for Profit campaign and the PR Week Award for Best Use of Low Budget.

• https://www.dailystar.co.uk/news/latest-news/worlds-worst-toy-factory-farm-25375954
• https://www.youtube.com/watch?v=D2bj8behokk
• https://www.thedrum.com/news/2022/06/20/how-world-animal-protection-made-worst-toy-world-show-failures-factory-farming