animal liberation victoria
Emma has directed, managed and created campaigns for Animal Liberation Victoria.
These campaigns have aimed to create a kinder world for animals,
in which they are seen as sentient individuals deserving of freedom and safety.
Emma has conceptualised, researched, written, directed and created content for these campaigns.
Goat Truth
The Goat Truth exposé video saw world-first footage of newborn kids in the dairy industry legally being clubbed to death. This Australian footage was widely shared across mainstream media.
The campaign website, GoatTruth.com, shared information on the legality of this mistreatment, kind alternatives to dairy, and also called viewers to help us ask skincare brands to drop their goat’s milk products.
Within 24 hours of campaign release, Miranda Kerr’s company, KORA Organics, dumped their dairy soap for good.
The next ‘target’, eco store, is yet to ditch dairy, but has been exposed for misleading ‘no harm to goats’ advertising, with many consumers choosing to no longer support them.
Leather Truth
A video and poster campaign featuring ALV ambassador DJ Tigerlily encouraged viewers to consider what leather really was, and directed them the campaign site.
The video is non-graphic, allowing a wider audience to connect to the sweet rescued animals, and Dara’s message on animal rights, the leather industry, it’s eco impacts, and what we can wear instead.
The Leather Truth website is home to informative articles about the leather industry, sustainability, ethics and more. It also shares an ethical, leather-free shopping guide.
At the bottom of each article, and at the end of the campaign video, viewers are encouraged to pledge to go leather-free. When they do, they are sent a thank you e-mail with discount codes to a curated selection of vegan fashion labels, to support them on their way.
a compassionate CHRISTMAS
Launched under the Vegan Easy umbrella, A Compassionate Christmas was a campaign and website that encouraged people to extend compassion and see the similarities between the animals we eat and the animals we love, and offer alternatives for kind Christmas eating and gifting.
A short advocacy video addressing speciesism, animal profiles for those such as Woody (left) under titles such as ‘Not your Christmas ham’, vegan recipes and gift guides are available on the website today.
wool truth
Wool Truth exposes the wool industry for what it is: a dark and violent system in which animals are routinely and legally mutilated, exploited and then slaughtered, when they are no longer of financial value.
The informative website was promoted through a poster campaign, which encouraged consumers to consider who wool was really for.
fashion and beauty
The fashion and beauty section of the Animal Liberation Victoria website shines a light on those animals exploited and slaughtered for cosmetics, clothing, and accessories.
Ditch Dairy poster campaign
An informative poster about the dairy industry, made to replicate and parody the design of a dairy company’s own advertisements.