You cannot produce foie gras without terrible animal cruelty. By doing this campaign, GAIA wanted to achieve the following:
1. Encourage people to avoid animal suffering (and ban or refuse foie gras)
2. Establish GAIA’s Faux Gras as the one and only alternative.
Our target is very well aware of the animal suffering that is caused by the production of foie gras. But for some reason, they always find a good excuse not to act (eg "just one time"). Besides, not everyone is aware that GAIA’s Faux Gras is a real substitute for foie gras.
What we did.
A campaign to raise public awareness and make people stop eating foie gras on December 24th: Christmas Eve. To show their support, people were asked to make a duck face on gaia.be/duckface.