The pork industry is a key player in the Spanish agri-food economy, but also one of the most affected by hoaxes and misinformation. In this context, the company Livisto has launched the #PorcinoSinCuentos campaign, a participatory initiative that vindicates the value of the work of farmers and veterinarians, based on scientific knowledge, good practices, and transparent information.
A positive narrative to strengthen the sector’s reputation
The objective of the campaign is clear: to strengthen the reputation of the pork sector, raise the collective self-esteem of its professionals, and promote an honest narrative that connects with society. One of the pillars of the initiative is the short film “The Three Little Pigs,” shot on a real farm and produced with cinematic quality. The initiative premiered on March 5, 2025, at the PorciForum in Lleida.
Open educational resources for all
In addition to the short film, the campaign offers six audiovisual mini-pills focused on sustainability, animal welfare, responsible antibiotic use, preventive healthcare, data-driven medicine, and the One Health approach. All content is free, downloadable, and reusable, ideal for dissemination in educational, professional, and outreach settings.
The campaign also includes, throughout 2025, reputational communication training, events, and video contests, with a free landing page accessible to the entire sector.
You can access the full content on the Livisto Spain YouTube channel and on the official campaign website.
