We simply rebuilt already existing pillars, transforming them into hen cages with wooden floors and a door. A sign encouraged passersby to take 7 friends with them into the “cage” to experience the claustrophobic feeling of a caged hen. A good example of how “The Media is the Message” and an interactive campaign where the message was obvious, even if you chose not to step inside the cage.

Six months prior to the campaign we ran an outdoor campaign for ecological milk, which gave excellent results. We used the results from this campaign to set our goals for the new campaign. Campaign observation-61% (Average for outdoor in Sweden 30-40%). 72% Number of positively inclined persons–67% (Average 60%). 83% Number of persons who feel the campaign is aimed at them–44% (30-50%) 65%. Interest in purchasing-30%. 60%.