Every year, thousands of piglets get castrated without anaesthesia. This is extremely painful and unnecessary. There are painless alternatives. To raise awareness for this case, Gaia, an animal rights movement, called on all Belgian men to 'Let Them Hang'. A campaign using print ads, Facebook events and radio commercials asked them to leave their underwear at home on the 9th of September. The campaign got covered by national and international media, from Russia to Bangkok.

We called on those who would understand the pain of neutering the most: all Belgian men. We asked them to “let them hang”. Which means: leave your underpants off for once. Via a Facebook event, radio commercials and print ads, we asked all men to leave their underwear at home on the 9th of September. Because if every man would let them hang, maybe supermarkets would force pig farmers to let them hang too.

Over €5m in PR-value. The campaign was meant to raise awareness on a national level. Instead, press in Italy, Germany, Bulgaria, Thailand, France and the Czech Republic also covered our 'underpantless' day.With this much public interest on the topic, Lidl, a large supermarket franchise, decided to stop selling meat from neutered pigs. Many others are considering the same action.