Studio Brief 02 - Fur for animals - What effectively prompts behaviour change?

We started from researching on what effectively prompts behaviour change.

Shocking/ Scary 

Defined traditionally as advertising that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals."  Shock advertising generally uses disturbing and graphic imagery, slogans that disturb in order to draw immediate attention to the issue at hand.

Shock advertising is primarily used by causes or issues for which public opinion needs to be canvassed. It can be used effectively to cut clutter, create buzz and get a social service message across. In fact public service campaigns and social issues use shock advertising to most effectiveness. Causes like Child Abuse, Domestic Violence, Lung Cancer, AIDS, Animal Rights (PETA) have used shock advertising very effectively in the international context.

As the 'Animals for fur' campaign uses quite scary and brutal designs for their posters as a group we thought to go further with this idea and create scary looking posters etc. We asked teachers for some feedback and their opinions about the fur trade. One of the teachers gave us very good example of the shocking advertisement used for the designs for cigarettes packaging. The design used to be colourful and friendly, now they are changing it, they’ll be a drab brown colour, with a matte finish. Also designs would contain images of cigarette's damage effects like scary photographs of damaged lungs/throat etc. But does it really have an impact on public? Does it changed anything? Well people are still smoking and even the scary/ disgusting photographs didn't help it. 

We have also come up with couple of slogans for shocking approach: 

- Spilling blood for cloths... 

- Kill for looks? 

- Why take a life for fashion? 

- Is it worth for a piece of cloth? 

- Easy to buy, but would you kill yourself in the name of fashion? 

- Faux not fur

Friendly - research by Bobonut 

There are different tone of voice and approaches on different animal issues. For the friendly approach, it is more gentle and work as a advice to avoid scaring or shocking the audience. Since the consideration of audience experience is important and the posters appears in the public and there will be wide ranget age group of audience, a friendly approach is most adaptable on varies of context. There is always a clear and direct message in a friendly approach that will be easy to understand for public. However, a friendly approach sometimes might not be convincing or having enough depth to change the audience mind. A friendly approach can be more attractive and inspirational since it might contain some amusing and funny elements.

We have also come up with couple of slogans: 

- Which one do you think is the cutest? 

- There is other way of being cute 

- Don't use other to become cute 

- What happened to furry friends?  or is it all about furry friends? 

Emotional - research by Bobonut

The emotional approach is very influential and powerful. It basically arouse emotions from the audience including compassion, guilty, sad......The power of this approach is that it can make the most change of the audience and be convincing. It basically arouse the audience resonation and make them reconsider about the issue or problem and change the audience thoughts about the topic and to make change of themselves. This brings the most advantage to the issue since most of the issues that appears on posters cannot improve or alleviate by singles. Most of the emotional posters works with really strong and spectacular or impressive image that helps to draw attention from the public and to inspire public and society to get attention to the message on the poster, or it is with a really influential slogan that creates a strong and influential voice. This kind of approach will create a huge impact and be successful. It can shock or convince the audience and make them understand the urgent of the issue without a drop of blood or a shade of red.

We have also come up with couple of slogans: 

- I am more adorable alive
- I have feelings too
- I could make you more happy being your best friend
- I am more comfortable when you hold me
- When you are sad I can make you happy by giving you cuddles then being an cold fur
- Isn't it more hearth warming having me next to you then on you?
- Why use my skin when yours is already beautiful enough?
- How would you feel being on the other side?
- Everyone has got its own purpose, mine isn't to being on your back