Meat is the single biggest driver of deforestation worldwide. Consumer demand for beef and industry animal feed crops like soya are the key reason for South American forests clearance; 90% of all soya produced is used in animal feed.

The world’s largest wetland, the Pantanal, has seen record fires which have put at least 600 jaguars in danger out of an estimated population of 2,000 in the region, a plight which Greenpeace have chosen to highlight in a new campaign from Mother London.

‘There’s a monster in my kitchen’ tells the story of Jag-wah and the horrors of deforestation. It shows the brutal consequences of industrial meat production whilst aiming to stimulate people into action; to switch to plant-based alternatives and encourage collective activism.

The film is narrated by Brazilian actor Wagner Moura, who plays Pablo Escobar in NARCOS, in the style of a nursery rhyme and features a cameo from Sir Paul McCartney. It’s been produced by four time Oscar-nominated Cartoon Saloon.

John Sauven, Executive Director of Greenpeace UK commented: “Meat is at the heart of much of South America’s habitat destruction. Our relentless desire for meat on ever-increasing industrial scales is having lasting consequences for the health of our planet and ourselves. If we protect nature, nature will help protect us. Everyone can make a difference. But it is the retailers and suppliers of meat who can have the most dramatic impact by cleaning up their supply chains.” 

This campaign demonstrates the power of storytelling through animation to spread the message about climate change and the industrial scale devastation of the natural world. It roots the problem in a human story and offers tangible action for positive change.