NRDC New York (Kevin Barclay, CD)
The challenge: Feeding antibiotics to millions of healthy chickens can promote the rise of drug-resistant superbugs in humans.
The solution: In an effort to get KFC’s chicken off drugs, we created a character (Auntie Biotic) in a pill-covered chicken suit. This, so she could help spread the good (bad) word about KFC (through Twitter, Facebook, YouTube, public appearances) and to ultimately pressure KFC’s CEO Roger Eaton to make healthier purchasing decisions.
The outcome: KFC recently announced it will ban antibiotics from its chicken supply by the end of 2018. Which is a huge win for Public Health. And chickens everywhere.
Read about it here: http://associationsnow.com/2017/04/natural-resources-defense-council-kfc-antibiotics/