Peta
Stuffed Nuggets is a plush toy with the same fate as the chicken nuggets we eat, designed to spark conversations and teach kids what their favorite food is really made of.
The problem
Brief: End speciesism.
Every year 8 billion chickens are slaughtered in the US after only living 5 weeks. At the same time, 41% of kids think chicken nuggets are plant-based, simply because their parents don’t discuss what their favorite food is really made of.
The insight
Speciesism is a learned bias.
The idea
Make an avoided discussion unavoidable with Stuffed Nuggets - a plush toy that, just like a real chicken, dies after 5 weeks.