Help raise awareness about animal rights in Sweden

by Djurens Ratt
Help raise awareness about animal rights in Sweden
Help raise awareness about animal rights in Sweden
Help raise awareness about animal rights in Sweden
Help raise awareness about animal rights in Sweden
Help raise awareness about animal rights in Sweden
Help raise awareness about animal rights in Sweden
Help raise awareness about animal rights in Sweden
Help raise awareness about animal rights in Sweden

We’ve been waiting for this wonderful time of the year. Many go on vacation but at Djurens Rätt it is quite an intensive period. In today’s post I’ll explain to you how the tour is going and what we plan for the coming weeks. 


Digital kickoff 

Last summer we organized our first digital kickoff due to the pandemic. This time we decided to do it online again to give volunteers from all around Sweden the opportunity to participate with no need to travel. 

The kickoff aims to prepare volunteers for their participation. We spent a Saturday online offering talks and workshops about the chickens situation, but also how to help and make a difference for them. 


Great engagement 

Every summer we welcome volunteers that join us for the first time during the tour. This year was no exception, we opened the application in April and we got a warm response. The summer tour is a good chance for new volunteers to meet other people with similar interests at the same time as they contribute to create positive change for the animals. 

A majority of these volunteers keep on participating in other projects after the summer and work on other Djurens Rätt campaigns. Being a volunteer on the summer tour mainly involves helping prepare the tent or stand, talk to visitors about the campaign and recruit members. Every summer we focus on one specific campaign and this time it is about chickens, as you might remember from previous posts. 

The summer ahead of us 

At the beginning of June we started the tour with the first event and we’ve visited Stockholm, Gothenburg, Örebro, Uppsala and Lund. During the coming weeks we’ll be raising awareness about chickens in Karlstad and Varberg, among other cities. 

More than 1,500 people have taken part in this summer’s chicken free challenge and we hope to make this number rise as much as possible. Until the end of August we’ll be visiting streets, parks and squares reaching hundreds of people. 


Thank you for following and supporting this project and feel free to donate to help us make this summer tour become a success!

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Commercial in public transport and magazine ads
Commercial in public transport and magazine ads

Last year, our summer campaign focused on the suffering of chickens raised for meat in Sweden and this will also be the focus of this year's summer tour.

Relaunch of our campaign for chickens

Djurens Rätt has just relaunched our campaign "99 miljoner" (99 millions) and we hope to create a great impact and change for these animals. The name of the campaign is to represent the more than 99 million chickens that are raised and killed every year in Sweden for their meat. 

Chickens make up the absolute majority of animals being killed for food and they also suffer the worst conditions during their short lives. Chickens raised on factory farms are stressed and abnormally oversized.

In our campaign, we show the reality and suffering of these animals and we urge people to take a stand, including joining a 4 week challenge of not eating chicken. Participants receive delicious recipes and helpful tips on how to keep chicken off their plates. A cartoon comparing the life of a chicken in a factory farm to one living free in nature can bee seen in public transport in major cities in Sweden, as well as in newspaper ads. 

Good news - historical reduction in meat consumption!

Djurens Rätt have been campaigning specifically for chickens for several years, and just the other day we received good news about the latest statistics for meat consumption - 2020 has shown a historical reduction in meat consumption in Sweden!

Last year, Swedish meat consumption decreased by 4,5 percent. A reduction in total consumption of meat that has never before been measured from one year to another. The statistics show the lowest consumption of pork since the 80s, and on par with 2014 for chicken. 

This reduction affects millions of animals, as it means that at least 7,7 million fewer individuals ended up on Swedes' plates or in refrigerators in 2020 compared to 2019. Of these, over 7,6 million were chickens. 

Much work remains to be done

It is of course great to see this change, but much work remains to be done. We need to keep urging people to keep chickens of their plates to continue the sharp reduction in meat consumption and to change the lives of these animals. 

This summer, we will bring the campaign with us on our summer tour. Planning of this year's summer is happening right now, and we know that we will have to do things a little bit differently due to the pandemic. But we are committed to reaching as many people as possible with the message about the suffering of chickens and to make a real change.

Join us in our fight for the chickens!

We would greatly appreciate if you would make a donation for our summer tour.

Thank you! 

Chicken Free challenge
Chicken Free challenge


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Tour stop in Halmstad, Sweden
Tour stop in Halmstad, Sweden

One more time we find ourselves looking back at the summer and concluding the summer tour campaign. This year we arranged a different tour adapting to the current situation caused by covid-19 and following the authorities’ recommendations.

Here you can read how it went! 

Take the chicken free pledge 

During this summer we focused on inspiring people to leave chicken off their plates through a fun challenge: chicken free summer! From May to August, 2 280 people took the pledge and chose plant-based options instead of chicken for three weeks. Every participant received an email every other day with recipes, tips and inspiration to make the journey delicious and easy. We offered the option to order a free of charge inspirational package with recipe-flyers and a small calendar among other things which was actually quite popular. Many participants shared their pledge on social media as well and helped out reaching more people.

City tour around Sweden    

Instead of participating in big festivals and markets, this summer we planned a smaller city tour and visited several places with an information tent. Luckily, it was possible to arrange this kind of event in Sweden and we organized 63 tour stops altogether. 

Usually, around one hundred volunteers participate and make the summer tour possible. This time was no exception since 95 volunteers took part in it! Of course, we updated our routines and made sure to offer a safe environment for them to participate and help animals. 

In total, we handed out almost 12 000 information pamphlets including magazines, flyers about the chickens’ situation, recipes and similar. The most popular flyer was the one about the chicken free pledge that you can see in the pictures for this report.

Next summer tour

This winter we’ll start planning next year’s summer tour. At this time it is difficult to know how the situation will be due to the pandemic, but we’ll do our best to adapt to the circumstances.

In the meantime I hope you enjoy these pictures of last summer (please note that the use of masks is not mandatory in Sweden and that’s why the volunteers don’t wear any).

Thank you for following and supporting this project and feel free to donate to help us continue with it!

The most popular flyer this summer
The most popular flyer this summer
Windy tour stop in Stockholm, Sweden
Windy tour stop in Stockholm, Sweden
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Tour stop in Gothenburg
Tour stop in Gothenburg

A lot has happened in the world since we published our last update. Each and every one of us is affected by the corona pandemic and Djurens Rätt’s summer tour is no exception. Over the past months we have been working to run the campaign in a fitting way and in today’s post I am going to tell you what we planned.

Our first digital kickoff

Every summer begins with a kickoff with volunteers. It usually is a weekend in May and we organize talks and workshops about effective ways to help animals. New volunteers get to know the experienced ones and learn more about the campaign that we focus on during summer.

If you read our last update, you will probably remember that the plan was to arrange a kickoff in three different big cities to make it easier and more accessible for people to participate. Due to the pandemic reaching Sweden this spring, we decided to readjust these events and set up our very first online kickoff.

It was a challenge to adapt some of the content and workshops to digital form and we managed to get a good result. We wanted the volunteers to have the opportunity to actively participate as they usually do, it was an interesting and fun experience. Many volunteers expressed that they were glad, ready and encouraged for the summer, which was our main goal.

New situation requires new approach  

The covid-19 pandemic changed the way we carry out the summer tour. We usually participate in big festivals and markets that were cancelled this year. Instead we planned a smaller city tour and we are visiting several places with an information tent. The crowded events get replaced by tents in spacious parks and squares.

Also, we updated our routines and rules to make sure everyone keeps their distance and other preventive measures. We offer our volunteers a safe environment where they can still make a difference and raise awareness as long as it is possible. Of course, we follow the development of the current situation and the authorities’ recommendations.

A chicken free summer!

Last summer we focused on the chicken industry and we continue working on this matter during summer. Previously, we aimed to inform society about the reality that the chicken industry does not want us to see. Now we inspire people to leave chicken off their plates through a fun challenge: chicken free summer! More than 1 500 people have already accepted the challenge and pledge to choose plant-based options instead of chicken for three weeks. The participants receive an email every other day with recipes, tips and inspiration to make the journey easy and delicious. Being a digital challenge, it works perfectly during this uunusual summer and we hope many more people will participate before the summer is over.

Inspiration folder "Four ways to replace chicken"
Inspiration folder "Four ways to replace chicken"
Chicken free summer, one of the delicious recipes
Chicken free summer, one of the delicious recipes
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Days get longer and brighter while flowers cover fields with a hundred colors. Summer is getting closer and we are ready for it! A couple of weeks ago we opened the volunteer registration for Djurens Rätt’s summer tour and over 20 people have already signed up. We except this number to grow during April since more than 100 volunteers take part of our tour every summer.

Every summer tour starts with a kickoff

In order to give the volunteers all they need to get ready for their task, we arrange a kickoff that marks the beginning of the season. This event is perfect for new volunteers that are curious about how the campaign works, but also for experienced ones that are interested on learning about effective ways to help animals. Beyond the useful talks and workshops, I personally believe that one of the funniest things of this kickoff as a participant is getting to know other volunteers with whom they are going to work together during summer.

Due to the current situation with covid-19, this year we are hosting the training online.But we are looking forward to meet both old and new volunteers either way!

Celebrating 15 summers on tour

When Djurens Rätt’s summer tour began in 2006 it was hard to imagine how it would be today. Before that, summer months were quite a calm period for both workers and volunteers. Nowadays we run a big outreach campaign from May to September!

Many changes happened during these years. The first summer was kind of a test trying a new concept and it turned out being a fantastic idea: from a few tour stops at the beginning to around 80 now! With the tour, we have inspired thousands of visitors, spread information about the animals’ situation and handed out countless flyers. Every summer we focus on one topic and this year we are going to raise awareness about the chicken industry in Sweden. We already worked with this subject last year and we continue with it in order to create as big impact as possible.

Let’s do this!

Most of all planned tour stops for 2020 are already booked and updated material will be soon delivered to our offices. Together with our wonderful volunteers, we hope to inspire people to keep chickens off their plates and choose plant-based alternatives instead. I’ll be back in some weeks to update you about how the campaign carries out this summer. Thank you for following us and feel free to donate to help us make the best of this campaign!

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Organization Information

Djurens Ratt

Location: Stockholm - Sweden
Facebook: Facebook Page
Twitter: @djurensratt
Project Leader:
Moa Ranum
Stockholm, Sweden
$1,546 raised of $10,000 goal
38 donations
$8,454 to go
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