Chick Flick Campaign Ad
Watch the full ad - 82 seconds
If the ad made you pause, Challenge 22 offers a free, practical and supportive way to try going vegan.
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What you get with Challenge 22
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Easy recipes
Simple meal ideas you can actually make at home.
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Practical tips
What to buy, what to order, and how to make everyday choices easier.
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Support and guidance
Helpful information for the first questions that come up when you start.
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No pressure
You do not have to know everything in advance. You can simply try.
The connection we rarely make
Chicken nuggets are often seen as simple, familiar food. Something quick, ordinary, and easy to forget about. But behind that familiar meal are very young animals most people never get to see or think about.
The ad asks us to pause for a moment and make the connection between what is on the plate and the animals behind it.
Before they were chicken nuggets, they were baby chicks
In the chicken meat industry, birds are raised to reach slaughter weight within just a few weeks. That is the age behind many of the nuggets and chicken meals we are used to seeing as everyday food.
FAQ
Are chickens really slaughtered when they are only a few weeks old?
Yes. In the meat industry, chickens are raised to reach slaughter weight within just a few weeks. Chickens raised for meat are usually slaughtered at around five to six weeks old. That is why the ad refers to them as very young animals, and why the age behind many chicken nuggets and chicken meals is much younger than most people realize.
Why are chicks slaughtered at such a young age?
Chickens in the meat industry have been selectively bred and raised intensively to reach a high body weight as quickly as possible. The industry's goal is to produce as much meat as possible in the shortest amount of time, which is why these animals reach slaughter weight at a very young age.
Are they really chicks or chickens?
Biologically, they are very young chickens, only a few weeks old. They may not look exactly like the small chicks shown in the ad, but they are still very young animals, far from natural maturity. Under natural conditions, chickens can live for around 6-9 years.
Are all chickens in the meat industry raised the same way?
There are differences between farms, countries and farming systems, but in the global commercial broiler industry, most chickens are raised to grow very quickly and reach slaughter weight within just a few weeks.
How many chickens are slaughtered worldwide each year?
According to global agricultural data, tens of billions of chickens are slaughtered for meat every year. Recent estimates based on FAO data put the number at more than 70 billion chickens per year worldwide. This makes chickens by far the most slaughtered land animal in the global food industry. *The exact number changes from year to year and is based on international agricultural reporting. It does not include chickens who die before slaughter or male chicks killed in the egg industry.
Is Challenge 22 free?
Yes. Signing up to Challenge 22 is free.
Do I have to be vegan already?
No. Challenge 22 is for anyone who wants to try going vegan, whether you are just curious, already reducing animal products, vegetarian, or ready to take a bigger step.
What if I only want to reduce, not fully commit?
Many people start with one small step. Challenge 22 can help you discover meals, tips and ideas that make plant-based choices easier.
What happens after 22 days?
At the end of the challenge, you can decide what you want to take with you going forward. There is no pressure, but many people discover that trying to go vegan is much more possible than they expected.
Ready to try going vegan?
Start with Challenge 22
About this campaign
Vegan Friendly is a nonprofit organization working to create a vegan world by making veganism more accessible, while also raising awareness of what happens inside animal industries.
Since it was founded in 2012, Vegan Friendly has led groundbreaking campaigns on a global scale. The organization has certified over 15,000 vegan products and around 2,000 vegan-friendly businesses worldwide. It has also led major public awareness initiatives, educational projects, and large-scale vegan events.
Vegan Friendly creates educational content across social media, in-person lectures, outdoor advertising, radio ads, and television campaigns. This is the organization’s third commercial, and this time it is launching as part of a broad international campaign: in hundreds of movie theaters across the United States, alongside a streaming campaign in the UK. The ad was created without dialogue, so it can be understood by people everywhere, regardless of language, and is expected to reach millions of people worldwide.
