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Pet food companies have evolved into powerful entities over the past century, with global earnings projected to reach $88.5 billion in 2023. Their affiliations with universities, government agencies, and media have enabled them to flourish, often promoting cheap, processed pet foods backed by questionable science. As pets face an epidemic of health problems and shorter life spans, it’s crucial to look beyond marketing and examine what diets truly benefit our four-legged companions.

Veterinarian Tom Lonsdale, along with global experts, presents a compelling narrative delving into these escalating concerns—now part of a government inquiry. This film will critically examine the science and industry behind pet food, aiming to empower pet owners with the knowledge to question the impact of processed diets on pets, the environment, and the industry at large. By doing so, it seeks to create healthier outcomes for pets and families, while advocating for transparency and better practices.

Our vision is to drive global change in how pet food is manufactured, marketed, and consumed. By revealing the hidden ties between commercial interests and pet health, we aim to spark a movement toward transparency and ethical practices in the pet food industry. Our goal is to empower pet owners, veterinarians, and institutions to challenge current norms and advocate for diets that align with pets’ natural needs—specifically unprocessed meat and bone.

Much like Super Size Me transformed public perception of fast food, our campaign seeks to create a similar shift in the pet food sector. We envision a future where informed consumers reject harmful processed foods, opting for healthier alternatives. By engaging veterinarians, academic institutions, and pet owners, we strive to foster systemic change, promote independent research, and reshape veterinary education to prioritize pets’ long-term health over profit.

Our campaign seeks to inspire change at multiple levels:

Individual Change: We aim to equip pet owners with the knowledge to make healthier decisions for their pets. By shifting perceptions around processed pet food, we hope to encourage pet owners to transition to unprocessed, natural diets, improving pet health and longevity.
Organisational Change: We want veterinary practices and academic institutions to adopt transparent, research-based approaches to pet nutrition. By reducing the influence of commercial interests, we hope to see unbiased education and improved guidance for pet owners.
Community Change: Through outreach and discussions, we aim to foster broader public understanding of pet nutrition and empower local communities to advocate for better food options.
Systems Change: We hope to challenge and reform the policies governing pet food manufacturing and marketing, pushing for stricter regulations and accountability across the industry.

Tom Lonsdale’s deep connections with industry bodies, his established support base, and fans of his books provide a strong foundation for Raw Meaty Bones. These relationships will help engage the community and build momentum around the film’s message.

Our partnerships mean that Raw Meaty Bones will be developed with a focus on audience engagement and social impact from the start. From proof-of-concept trailers to the final cinema release, social impact will be central. Partner organizations with large, engaged audiences will be integrated into the campaign and storytelling.

FanForce’s grassroots campaign will continue driving long-term impact, extending beyond the initial cinema screenings. Coupled with financial investment into production, campaign materials, and P&A, our team’s experience with social impact films ensures the film’s message will resonate and inspire change well into the future.

We aim to inspire audiences to take meaningful action after watching the film. First, we hope they shift their attitudes about processed pet food and explore healthier, natural alternatives for their pets. By seeking more information, they can make informed choices for their pets’ diets.

We also encourage viewers to spread the word about the film and its message, helping us raise awareness. Audiences can sign a petition to end the influence of pet food companies in university veterinary courses and join the Raw Meaty Bones campaign to promote natural diets.

Pet owners can move away from processed food and switch to unprocessed diets, while we call on vets and industry leaders to change their advocacy for processed food. Viewers can also host screenings of the film, advocate for its message, write to their local representatives, and push for policy changes that improve transparency and support better pet health.