Battery Cage Campaign for RSPCA Australia

77% of Australians support phasing out battery cages, yet this overwhelming public support wasn’t translating into action. Cage-free eggs had become more visible in supermarkets, creating a false sense that the issue was resolving itself. Media coverage about a planned 2036 phase-out further muddied the waters, leading people to believe the problem would solve itself without their involvement.

Without state and territory governments actually legislating the phase-out, those 5 million hens would remain in cages indefinitely.

RSPCA Australia needed to deliver two critical messages: that battery cages remain one of Australia’s worst animal welfare issues, and that after nearly 70 years of advocacy, the finish line was in sight, but only if people took action now.

We developed two complementary 60-second animated videos that distilled complex policy timelines into content that was immediately understandable and impossible to dismiss.

The first established the problem: what battery cages are, why they’re harmful, and how many hens are affected. The second provided context: the decades-long journey to reach this moment and what would happen without immediate government action.

The key was making numbers stick. When the script said each hen has less space than a piece of A4 paper, we showed exactly that. When we mentioned 167,000 Australians submitted feedback calling for change, we visualised that scale so it became more than just another number.

The videos gave RSPCA Australia a powerful tool to combat misinformation and create urgency. By clearly explaining both the problem and the pathway to change, the content equipped supporters with the knowledge they needed to advocate effectively, reframing battery cages from a problem being solved to one that urgently required public pressure.