Florence The Lamb From The Kind Heroes Helps PETA Raise Awareness About Animal Welfare  

Florence is a cute and clever lamb who is one of the Kind Heroes in the original series of animated cartoon films created by renowned Dutch artist Toon van Driel in collaboration with LIVEKINDLY Collective. The Collective’s mission is to make plant-based living the new norm for the good of people, the planet and those who share it with us, animals.  

The Kind Heroes are passionate and lovable animals making conscious living the new norm. The cartoons are chronicling their quests to use magic powers and save themselves and their animal friends from being hurt.  

 "Every wool garment represents the suffering and pain of a sentient sheep", says Yvonne Taylor, Director of Corporate Projects at PETA.  

"Florence’s mission is simple: To encourage shoppers to shun wool jumpers and scarves this winter in favour of animal-friendly vegan fashion." 

In the short film Florence depicts the life of sheep farmed for their wool. Although cute and beautifully drawn, sadly the theme of the video is anything but pleasant. Florence has her wool cruelly sheared by the farmer. She is crafty and brave though and takes revenge on the farmer in a kind way by stealing her wool back.   

"We inspire people to experience the joy of plant-based living with our food brands, but also to upgrade their habits and adapt conscious living with our lifestyle platform, LIVEKINDLY and with the Kind Heroes series. Through this collaboration with PETA UK, we extend the message to say 'don't wear animals', by highlighting the challenges of wool production", says Mick van Ettinger, Chief Marketing Officer at LIVEKINDLY Collective.  

It was Dutch cartoonist Toon van Driel's passion for animals that inspired him to is the create Florence and her kind, heroic animal friends.

He comments: "It's a fun cartoon with a serious message behind it. With The Kind Heroes, I hope these tales will help people find empathy for animals."  

Find out more about PETA UK’s wool awareness campaign on their website.