The Challenge
Create a piece (or pieces) of online content (video or image), at the heart of a shareable, social anti-fur campaign for the 21st Century, under the heading Fur for Animals. Drive awareness of and followers for Fur for Animals, and spark conversations about the cause. How can you convince people that this is still an issue, that there’s no such thing as ethical fur? And once you’ve got them engaged, what can they do to make a difference?
Who is it for?
Those who have bought or are considering buying garments made with real fur. Your job is to persuade them to change their minds, so think about their motivations. The wider public who don’t wear fur. ‘Dumb Animals’ worked because it activated the disapproval of this wider audience to undermine the reason why a consumer would spend money on fur.
Audience: shocking/educate/shaming.
Tone of voice - friendly/scary/threaten.
Target audience - adults, rich people, those who bought or are considering buying garments made with real fur.
Research- the issue, organisation, judge, what effectively prompts behaviour change.
Approach: animation/illustration/photography.
Online approach: Facebook page, banners, posters, adverts, an interactive video.
Title/Slogans
Before starting taking a first photo shoot we looked at the 'Fur for animals' campaign to get a bit of feel what they would like to see and what kind of posters they have done in the past. Their posters seems very scary and brutal, making those people who are wearing or buying fur seem like they are responsible for killing innocent animals and making them seem as they have animal's blood on their hands. Probably to make the public hate these kind of people.
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