Can campaigning against factory farming reach people who have largely switched off from traditional animal-rights messages?
In this episode of Future of Foods Interviews, Alex Crisp speaks to Naomi Hallum, co-founder and CEO of Project Slingshot, about a new approach to changing public attitudes towards industrial animal agriculture.
You may already have seen the campaign on the London Underground. Featuring familiar faces including Diane Morgan and Sir Mark Rylance, its striking adverts highlight practices used in intensive farming and takes the message directly to millions of commuters.
Naomi explains why she believes this kind of campaigning can succeed where others have struggled. Rather than telling people what they should or shouldn't eat, the organisation focuses attention on specific farming practices and asks whether the public is comfortable with them.
Drawing on more than a decade of campaigning experience, Naomi talks about the thinking behind the language, imagery and humour used by Slingshot, the importance of reaching people outside the traditional animal-advocacy audience, and how celebrity involvement can amplify a campaign.
Alex and Naomi also discuss what success actually looks like – and where Project Slingshot goes next.
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