We invented our own pop group 'Pigs in Pain' and released the single 'Why the Pain?' containing a sample of a piglet screaming out in agony. This was not shocking, but it was real. This way people could hear the unbearable sound and their imagination could do the rest. Our thinking was that if we could get the song to number one in the charts, the message embedded could not be ignored and would get the issue to number one on the political agenda.

'Pigs in Pain' topped the 'Pure Belgian' charts for three weeks; got airplay and had the issue talked about on the most popular radio stations and music channels; achieved a huge number of hits on MySpace, MSN Live, and the 'Pigs in Pain' blog; had massive PR value to far exceed the minimal media budget available; put the issue to number one on political agenda at the first ministerial gathering of the year by prime minister Yves Leterme; saw the issue propelled to the European Union by the Minister of Agriculture.