Fur Trade Public Awareness Campaign
Challenge
Process
I chose to do a campaign for the Humane Society International, specifically on the fur trade issue. The campaign is designed to inform people about the fur trade and the harm it causes to many animals. I wanted to create a set of ads that would resonate and encourage individuals to donate or research more and then make better decisions with their own fashion choices. The tone of the ads is serious and creates a sense of guilt in the viewer.
Ad Collection
In the series of advertisments, there is a fox, mink, and raccoon dog as they are often animals who are killed for their fur. The dark and neutral colors of the images adds to the melancholy feel. The price tag on each of the animals captures the viewers attention and makes the connection between the clothing and their life. Each animal looking directly at the viewer to tap into their emotions, persuading viewers to make a difference for the cause.
Traditional Media – Billboard
Physical Interactive Media Collection
This media would be displayed on a digital screen, either at bus stop or in a mall. Users would approach the screen, having the option to select a garment, digital versions of a fur coat, scarf, or hat. Once selected, the clothing item with appear on you as if you’re trying it on. The ad will then generate a pop-up explaining the number of foxes or minks harmed to make that item, emphasizing their value beyond fashion. At the end, the message to visit HSI.org and stop the fur trade appearing, revealing to the viewer the cause.
Social Media
Results
The created collection of advertisements uses imagery that encourages all viewers to visit the website and make a difference in the fur trade. Seeing these ads should encourage individuals to donate, research more, and make better decisions with their own fashion choices.
