Have a look at this new social-media-based campaign from WSPA. It’s protesting against the new ‘super-dairy’ being planned here in the UK. Interestingly they are trying to create a new terminology – such as ‘factory milk’ and ‘battery cows’. Do you think it works? Will these new terms enter the language and change the way people think about cows and milk in the same way they’ve done for chickens and eggs? And what do you think about the approach – can social media campaigns work without a compelling piece of content to share?