In Belgium thousands of piglets are castrated without anesthetics every day. Our government has until now refused to hear the unbearable cry of the pigs and bring an end to this shameful treatment of animals. We wanted to get the issue to number 1 on the political agenda. So we created our own pop group “Pigs in Pain” and launched the single “Why the pain?” a song containing a sample of a young pig screaming out in agony. The campaign was launched online just as you would the debut single of a pop band, resulting in massive PR and striking results.