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Animal charity SAFE ask farm workers a tough question around animal abuse


A hard-hitting nationwide campaign from Augusto and SAFE For Animals sees farm workers switch roles with abused animals.

Animal rights charity, SAFE has launched ‘would you call it out?’, to encourage use of 0800 EXPOSE, their new phone line for reporting animal abuse in the farming industry.

“When SAFE approached us about the amount of animal abuse that falls through the cracks, we were incredibly keen to be involved,” says Augusto Commercial Director, Amy Dufty. “New Zealanders are in the habit of calling out human abuse as it occurs, but don’t seem to do the same for animals.”

That’s why SAFE and Augusto are posing the question ‘if it were your workmate, would you call it out?’, triggering New Zealand farmers and workers to reconsider what they’d do if one of their workmates were the victim.

Debra Ashton at SAFE says, “as part of our commitment to protecting animals, SAFE has introduced our ‘0800 EXPOSE’ phone line to get more people in the agriculture industry and community to speak up and report any form of abuse that they might encounter. We needed a campaign to get the message out and Augusto has helped deliver a powerful message.”

Adam Thompson, ECD of Augusto says, “we decided not to use horrifying images of animals that many animal charities have relied on in the past. But we still needed to grab people’s attention and raise some big awareness for the phone line. Our simple idea was to show the abuse in a different way.”

The campaign is running across New Zealand in print, social, digital and radio. The phone line is now live.


Safe team:

Debra Ashton, Clare Marks and Will Appelbe
Talent – Roy Hawthorn

Augusto team:

ECD – Adam Thompson
Creative – Tom Davies
Commercial Director – Amy Dufty
Producer – Emily Russell
Production Coordinator – Lucy Caccioppoli
Photographer – Steven Boniface
Camera Assistant – Gavin McGregor
Art Director – Ashley Turner
Hair & Makeup & Wardrobe – Miranda Raman

Head of Design – James Davison
Designer – Nina Vasiljevic
Audio – Amy Barber

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