How we are using this historic momentum for animals
With the Outdoor Access Initiative, the expansion of our retail campaigns, the “Ad Crap” project and political initiatives for sustainable nutrition, we are preparing the key next steps for animals in Switzerland. The decisions taken now will influence how effectively these opportunities can be used
With the launch of the Outdoor Access Initiative, increasing pressure on major retailers, the fight against misleading l advertising, and a political project for sustainable nutrition, we are preparing key steps towards systemic change.
What is at stake in the coming months
Outdoor Access Initiative: the decisive phase begins
In just a few weeks, one of the most ambitious political projects since our 2022 Initiative to Abolish Factory Farming will begin. To ensure this historic step succeeds, we are currently investing in:
- mobilisation
- campaign structures
- communication measures
- volunteer coordination
- political visibility
Our goal: the initiative should launch with immediate national visibility and societal impact.
Major retailers: driving systemic change
Our work with Coop, Migros, Lidl and Aldi is also being intensified. Planned activities include:
- in-depth consumer analysis
- moderated roundtables
- stronger stakeholder engagement
- strategic expansion of the broiler chicken campaign
Our aim is not only to increase pressure, but to actively drive systemic change in Swiss retail. A key objective is securing the adoption of the European Chicken Commitment by major Swiss retailers.
Ad Crap: addressing misleading advertising politically and socially
With Ad Crap, we aim to make the deliberately distorted images of animal farming—spread by major retailers and the animal product industry—clearly visible and put those responsible under pressure.
In the coming months, we plan:
- further development of our platform and campaign work
- expansion of media and public relations
- use of political and societal levers to change advertising narratives long-term
- ongoing awareness-raising about the gap between advertising and reality
Sustainable nutrition: changing political structures
We are working to anchor sustainable nutrition more firmly in political processes and public institutions.
To do this, we aim to:
- identify cities and political decision-makers
- develop concrete political strategies and policy proposals
- build local alliances
- strengthen public procurement and plant-based options as systemic levers
- prepare long-term political change in the food system
Why support matters now
The coming months offer a rare window of momentum. Without sufficient resources, we risk falling short of this potential.
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