Project Slingshot (organisation)
Project Slingshot Inc. | |
| Formation | 2026 |
|---|---|
| Founder | Matthew Glover and Naomi Hallum |
| Tax ID no. | 39-3915501 |
| Legal status | 501(c)(3) organisation |
| Purpose | Animal advocacy |
Chief executive officer | Naomi Hallum |
| Website | projectslingshot |
Project Slingshot is an animal advocacy organisation founded in 2026 by Matthew Glover and Naomi Hallum. It campaigns against intensive animal farming and states that its long-term aim is to end factory farming by 2040. Its first major campaign opposed the use of high-concentration carbon dioxide to stun pigs before slaughter.[1]
The organisation seeks to change public attitudes towards factory farming through advertising, investigations and public campaigns.[2]
Campaigns
Carbon dioxide stunning campaign
Project Slingshot's launch campaign focused on the use of high-concentration carbon dioxide to stun pigs before slaughter. The campaign, featuring the tagline Don't Buy It, included advertising across the London Underground network featuring public figures including comedian Diane Morgan.[1] Project Slingshot argued that describing the method as humane was misleading and called for the practice to end, joining calls from other campaigners and organisations including the former Farm Animal Welfare Council.[1][3]
In June 2026, the organisation projected footage of pigs undergoing carbon dioxide stunning onto several London landmarks, including the Palace of Westminster, Tate Modern and Tower Bridge. Zack Polanski, leader of the Green Party of England and Wales, attended the projection at Tate Modern and expressed support for ending the practice.[4][5]
Campaign against fast-growing chickens
In July 2026, Project Slingshot joined the animal advocacy organisation Anima in a campaign calling on Pret A Manger to stop using fast-growing chicken breeds.[6] Project Slingshot again used advertisements on the London Underground, this time to draw attention to welfare concerns associated with chickens bred for meat. The organisation was supported by comedians Sara Pascoe and Kerry Godliman, musician Paul McCartney and actor Joanna Lumley.[6]
In August 2026, Project Slingshot launched The Chicken Quiz, a campaign video featuring comedians Jon Richardson, Sara Pascoe and Kerry Godliman and hosted by comedian Sam Campbell. The sketch was directed by Simon Amstell and focused on conditions experienced by chickens bred for meat, while also criticising claims made on chicken packaging. It formed part of a wider £3 million Don't Buy It campaign and was accompanied by further advertisements across the London Underground featuring Campbell, Richardson, Pascoe, Godliman and Chris Packham.[7]
Project Slingshot said the campaign was intended to draw attention to welfare problems associated with fast-growing chickens and announced plans to increase its campaign investment to £15 million.[7]
Reception
Writing in Farmers Guardian, Chris Brayford criticised the campaign for portraying British farming in an unfairly negative light and argued that it overlooked producers maintaining higher welfare standards. He nevertheless wrote that the campaign highlighted the need for the farming industry to improve public engagement and transparency regarding animal welfare.[8]
Writing in The Grocer, Mike Coppen-Gardner suggested that campaigns such as Project Slingshot represented a growing reputational challenge for the meat industry and discussed whether it faced a potential "tobacco moment".[9]
References
- 1 2 3 Duncan, Grace (21 April 2026). "Veganuary founder kicks off star-studded anti-factory farming campaign". The Grocer. Retrieved 23 June 2026.
- ↑ "Who Are Project Slingshot?". Project Slingshot. Retrieved 23 June 2026.
- ↑ "Pig gas slaughter 'backed by ministers'". The Ecologist. 15 May 2026. Retrieved 23 June 2026.
- ↑ Pritchett, Liam (10 June 2026). "Zack Polanski Backs Project Slingshot Action Highlighting CO2 Pig Slaughter". Plant Based News. Retrieved 23 June 2026.
- ↑ "Zack Polanski backs campaigners calling for CO2 stunning ban for pigs". The Grocer. 11 June 2026. Retrieved 23 June 2026.
- 1 2 "Customer fury as Pret refuses to reverse 'frankenchicken' broken pledge despite social media storm". The Independent. Retrieved 31 July 2026.
- 1 2 Duncan, Grace (3 August 2026). "Comedians take aim at Frankenchickens in latest Project Slingshot ad". The Grocer. Retrieved 11 August 2026.
- ↑ Brayford, Chris (1 May 2026). "OPINION: I'm not buying campaigns which undermine British farmers". Farmers Guardian. Retrieved 23 June 2026.
- ↑ Coppen-Gardner, Mike (9 June 2026). "Could the meat industry's 'tobacco moment' be near?". The Grocer. Retrieved 23 June 2026.