Be Their Voice Campaign

Mulesing is a brutal practice in which skin is torn from lambs without pain relief. Millions suffer it every year – yet public awareness remains low. So we asked a simple question: what if lambs could tell us themselves?

That idea became Be Their Voice: a stop-motion film about a student who invents sheep-translation software, giving lambs the power to express their fears about mulesing.

We built a full campaign around the film – teaser trailers, social assets, platform-specific cut-downs – all driving viewers to watch and sign the petition. Celebrity narrators, including Sir Stephen Fry, helped amplify the message and extend its reach

Our campaign created real pressure on the Australian wool industry, turning one lamb's voice into millions. It reached 3.3 million people, generating 785,000 significant views, 205,000 Meta Thruplays and 580,000 YouTube views. It drove 54,389 new petition signatures and was referred to in the Australian Wool Industry debate on mulesing.

The film has seen critical acclaim too, winning the People's Choice Award at the 2025 Smiley Charity Film Awards, winning Best Micro-Short at the LA/Toronto Documentary Feature and Short Film Festival and being awarded Bronze in the Animation Short category at the Latitude Film Awards.

The narration by charity advocate Sir Stephen Fry added emotional weight: “I am so proud to be part of a campaign that highlights such a grave injustice to animals. In a day and age when people are constantly seeking animal-friendly options it is incomprehensible that such cruelty is still practiced, all for so-called fashion. Hopefully, Sunny’s story will lead to better protection of lambs in Australia and end the process of live lamb cutting once and for all.”