Animal Welfare Sweden Project #72951

Help raise awareness about animal rights in Sweden

by Djurens Ratt

Project Report | Jul 6, 2026
Summer Tour 2026!

By Elvira Engels | Project leader

One more summer fighting for the animals that are the most exploited and suffer the worst.

Swedish general election: In 2026 we have the opportunity to make a difference for the animals!

As we have done every year for over 20 years, we are visiting festivals, city centres and political events to inform and inspire people to make more animal-friendly decisions in their everyday lives. This year, we are equipped with an immersive experience where visitors can not only learn more about the chicken industry in detail, but also discover how they can take action for animals during the election.

Our immersive chicken experience

During the summer of 2026, our tour expanded even further with an interactive exhibition. Through VR headsets, interactive quizzes, short films, and other engaging activities, visitors gain a unique opportunity to learn more about chickens’ personalities and experiences. With this experience, visitors get the opportunity to learn, see, and most importantly feel the reality of the chicken industry in Sweden, while helping to challenge the myth of the "happy Swedish chicken".

Animals' voice in the 2026 election

This year, the Summer Tour is especially important. In an election year, when many issues compete for attention, Djurens Rätt wants to highlight the animals’ perspective and encourage more people to be their voice in politics. After learning about the chicken industry, visitors can take action and discover what they can do to improve the lives of chickens in Sweden.

The importance of the Summer Tour

There are many involved in the success of Djurens Rätt's Summer Tour. From employees who plan, coordinate, and develop every part of the tour across the country to create the most effective campaigns possible, to all the volunteers who choose to participate event after event in different cities, showing up for animals during their free time.

And of course, our donors make all of this possible. Your support allows us to be ambitious in our work, and your engagement and visits throughout the tour give us the motivation and strength to continue fighting for animals every single day!

The Summer Tour is much bigger than any individual. For many people, it is their first encounter with Djurens Rätt and their first opportunity to truly see animals as individuals with their own lives and experiences. To the casual observer, it may seem like we are only talking about factory farming in Sweden. But in reality, we are teaching empathy through our passionate tour coaches, volunteers, members, and supporters who help us spread compassion for animals every day. That is the importance of the Summer Tour: passion, dedication, and the vision of a better future where animals are respected as feeling individuals.

Thanks to your support, Djurens Rätt’s summer tour can keep creating change for the animals that are the most prevalent. Together we inspire more people to take a stand for animals!

Links:

https://djurensratt.se/

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Mar 19, 2026
2026 marks Djurens Ratt's 21st year on the road

By Elvira Engels | Project leader

2026 marks Djurens Rätt’s 21st year on the road with our Summer tour and with a national election coming up, this outreach campaign is needed more than ever.

Every year since 2006, we have visited festivals, city events, and streets to inform and inspire citizens to make more daily animal friendly choices. This is done with a specific campaign that sheds light on the animals that are the most prevalent and endure the most suffering in Sweden.

An important mission for our most exploited animals

For the past few years, we have highlighted the 110 million turbo chickens stuck in factories in Sweden and will continue this work throughout this election year as well. Turbo chickens, being the norm in our chicken industry, are separated from their mothers after hatching. They share space with tens of thousands of others and must grow 50 times their own weight in their 35 days of living, with no opportunity to perform any of their instinctive behaviours, such as poking and bathing in sand or soil. Transported to a slaughterhouse, many dying before making it all the way there; a painful life ending in an equally painful death either way.

The preparations for an powerful and effective tour

During the Spring, all the preparations for the Summer take place.

To create a campaign that stands out and truly affects people enough to take a stance for the animals, the project group meets regularly to develop interactive activities with powerful messages and optimise outreach strategies.

Through updated information material and inspirational kick offs in three districts, we ensure that our amazing team of volunteers get educated and motivated. In addition to this, we are now in the process of recruiting the tour coaches. They work full time all Summer to ensure the tour stops run smoothly.

A huge undertaking – getting a trailer on the road and increasing our visibility

We will run a big part of the chicken and election campaign through a mobile exhibition inside a gigantic trailer that has previously made a success in Europe. In here, visitors will interactively learn more about the situation as well as how our current parties in the Parliament are (or not) pushing the issues about animal welfare and sustainability. The aim is to have more people vote with animals in mind in September.

Thanks to your support, Djurens Rätt’s summer tour can keep creating change for the animals that are the most prevalent. Together we inspire more people to take a stand for animals!

Links:

Djurens Ratt

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Nov 20, 2025
Update from our summer tour!

By Elvira Engels | Outreach Manager

20 Years on the Road for Animal Rights

For the twentieth consecutive year, Djurens Rätt carried out its Summer tour. We visited festivals, city fairs, and markets with our information tent to engage visitors in conversations about animal rights and veganism. Through campaign activities, we distributed magazines, recipes, and brochures to raise awareness about factory farming and inspire action for animals.

A Nationwide Outreach Effort

Starting in May, our tour vehicles were packed with tents, campaign gear, and materials before heading across Sweden. This years tour coaches Rita, Frida and Elin, along with 83 enthusiastic volunteers, have visited a total of 42 events across 23 cities. By the final stop in September, volunteers had interacted with around 12,000 people, including 7,500 children through F2F campaign activities.

Spotlight on Chickens

This year’s campaign, Sweden’s Most Common Bird, focused on chickens, which is still Sweden’s most exploited land animals. Visitors took part in a quiz about "turbo chickens," learning about their personalities and harsh realities. The quiz, along with a petition urging the government to ban turbo chicken farming, sparked many meaningful conversations.

At Malmöfestivalen, a volunteer painted a mural on our tent wall showing a joyful chicken beside a suffering turbo chicken. The powerful contrast drew attention from visitors passing by throughout the week.

Strong Membership Results

To continue our long-term advocacy, we need a growing base of members. Many visitors chose to join us on the spot, and thanks to improved conversation strategies, we welcomed nearly 100 more monthly donors than last year. Monthly donors make the biggest long-term impact, and this success is thanks to our volunteers’ dedication and skill.

Celebrating this long term effort

We kicked off the celebration with cake and continued highlighting our 20-year journey through digital channels and our member magazine. Popcorn machines were added to the tents, and everyone who completed the quiz received popcorn which created a festive atmosphere all summer. The Summer tour has changed a lot over the years, both in approach and aesthetics, but its core has always been passionate and dedicated volunteers.

Furthermore, marking our 20th anniversary was both a celebration and a message to decision-makers in our country: we’re persistent in our animal rights work and won’t stop until real change happens.

Djurens Rätt's Summer tour is made possible by your support - together we create change for the animals and inspire more people to make animal friendly choices! See you in 2026 - national election year in Sweden!

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