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Norway
Did Not Get Media Attention – Now Sophie Elise Reads the Press Release on the Radio
Goal: To highlight Coop's decision to phase out fast-growing chickens and to give recognition.
Claim: Recognition of good news
Media: Radio
Summary: Animal welfare organization Anima created a radio ad with Sophie Elise reading a press release about Coop's decision to phase out fast-growing chickens, after the press release received little media attention. The campaign creatively used a commercial format to deliver good news and recognition instead of selling a product.
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