The Humane League take on McDonald’s false promises
According to the animal rights charity, The Human League (HL), there are one billion chickens raised and killed for food per year in the UK – 95 per cent of which are reared on intensive factory farms.
Whilst many big restaurant chains in the UK are making changes to chicken welfare, HL has found that McDonald’s is falling short, and is releasing policies that won’t make the desperately needed improvements for farmed animals.
‘Left to die in own waste’
In a recent press release, HL state that: ‘Under McDonald’s new “improved welfare” policy, chickens raised and killed for its menu are still unnaturally bred to grow so large and so fast that they can literally become immobilised under the weight of their own enormous bodies, often unable to stand or walk and left to lie in their own excrement. The issue is so severe that if we, humans, grew at a rate similar to McDonald’s chickens, we would weigh 300kg at just two months old. Their chickens are also kept in overcrowded conditions that prevent them from behaving naturally.’
Pru Elliott, head of campaigns at HL UK, says: “McDonald’s has failed to take meaningful action against the extreme suffering of chickens in its supply chain. The company has repeatedly offered pseudo-solutions, which do not compare with the progressive steps being taken by other companies.”
“At best, the steps McDonald’s has taken suggest an acknowledgement that the current situation is unacceptable, and at worst it could be an attempt to mislead customers with a rhetoric that sounds promising, but fails to deliver.”
‘Failure to commit’
It’s obvious that drastic changes need to occur, and since McDonald’s continues to ‘ghost’ their responsibilities HL is launching a global ‘brand-jacking’ campaign that aims to bring their false-promises to light.
The new #McGhoster campaign seeks ‘to attract public attention towards McDonald’s failure to commit to meaningful improvements for chickens, creating a pressure group that’s impossible for them to ignore: their own consumers’.
Elliot continues: “McDonald’s invests so much in portraying itself as the friendly ‘good-guy’ and as industry leaders. And, while it has taken progressive steps on some animal welfare issues, the truth is that when the suffering of millions upon millions of chickens — the most numerous animals in McDonald’s supply chain — is at stake, McDonald’s fails to live up to the upstanding image it portrays.”
HL isn’t exactly telling people to completely avoidMcDonald’s, rather, they are calling on the fast food chain to improve animal welfare in its supply chain and publicly commit to the ‘Better Chicken Commitment’ and the North American equivalent.
Taylor Ford, director of campaigns at HL, says: “What we’re asking for is perfectly reasonable and an essential part of McDonald’s ethical responsibilities. The commitment we are asking McDonald’s to sign simply addresses the very worst suffering endured by chickens.”
“The changes we are proposing are supported by scientific evidence, backed by leading animal protection charities and have been adopted by over 130 companies in the US.”
‘The party’s over’
To reach the biggest audience possible, and hopefully on a global scale, HL are releasing the campaign alongside an online film that takes place in the ‘McDonald’s Mansion’ in the aftermath of a large party.
As the scenes play on, the viewer hears angry voicemails from people who feel they’ve been misled and ‘ghosted’ by the host of the party. HL explain the meaning behind this: “Overlaid on this grand scene is a stern wake-up call to the corporation: The Party’s Over, McDonald’s.”
Sign the petition at McGhoster.com