Workout a way to stop pig factories
Problem
Give Animal Protection Denmark bigger muscles to cut cruelty at pig factories with gym-goers’s power.
Background
The organisation Animal Protection Denmark fight for respectful relationships between animals, humans and nature. We as humans are responsible of giving pets, wild animals and farming animals what they need both physiologically and mentally to live healthy happy lives.
Insight
Every day, essential needs for pigs’s health are not meet such as going outside to get their snouts dirty and taking care of the piglets because of fixation in small stalls.
Like humans, pigs are emotional creatures. They can express feelings by sounds. A high-pitched squeal you often hear in factory farms means the pig is suffering.
People can also be loud when they do heavy lifting in fitness. Thankfully it’s for better reasons.
Danes really like going to the gym (or at least they say so). In a survey, DGI (Danish Gymnastic & Sport Clubs) was told by active people that physical activities make them more happy compared to how happy the group who doesn’t move are.
OINK! Gym-goers might wish pigs are as happy as them.
Solution
In PureGym’s app you can find a new training program called “Få gang i frikadellerne” (“Sweat like a pig”). The headline and cover photo will hopefully lift your eyebrows.
Treated (PureGym) Good
Find the new training program in PureGym’s app by using the poster’s QR-code. You start to read examples of heartbreaking experiences from pigs’s everyday translated into your own life. But it’s possible to help the animals, who end on dinner tables. Press “Støt nu” (“Donate”) and make a donation via Animal Protection Denmark’s website.
It makes you Feel PureGym Good (PureGym’s tagline) because your action will help pigs get Treated (PureGym) Good.
Project facts
Collab: PureGym x Animal Protection Denmark
Year: 2026
Type: Digital
Deliverables: Concept, UX, UI
