Existing Campaign research

1. Product research
Emily Pinder

2. PETA exotic skins campaign
• PETA has many different campaigns that are running at the
same time. One campaign that has been brought to light
again because of London fashion week is the exotic skins.

3. PETA exotic skins campaign
• This campaign has a variety of different advertising posters
that feature a range of different celebrities. PETA is also
known for their extreme publicity stunts and their latest
stunt did not disappoint. Five models protested the use of
exotic skins on the street of London by carrying around
white handbags smeared with ‘blood’.
• PETA released an expose earlier this year about the designer
brand, Hermes, showing the disgusting conditions and
cruelty that is involved in making their handbags.
• “A recent PETA exposé of farms that supply crocodile and
alligator skins to Hermès-owned tanneries documented that
alligators on one farm had their necks sawn open. Some of
them were still alive and moving minutes afterwards.”
• http://www.peta.org.uk/blog/lfw-2015-exotic-skins-protest/

4. • Protests happened
worldwide outside a
variety of Hermes stores
since July. The protest
featured a range of
different ambassadors
painted with scales and
blood to let the public
know about the cruelty
that crocodiles and
alligators face on Hermes
farms.
PETA exotic skins campaign

5. PETA exotic skins campaign
• This campaign has lots of different outlets and
ways to help show the public that exotic skins
are wrong by using posters, videos, protests
and provide lots of information on their
website about the issue.
• Celebrity supporters are also used on their
posters to help the campaign reach to an even
wider audience.

6. PETA exotic skins campaign
• This is one of the posters that PETA have
created against exotic skins. A celebrity has
been used for the face of this campaign as it
helps to catch the attention of the audience
and get their fans to follow the lead of the
celebrity . Nudity is something that PETA use a
lot in their campaigns to help make their
campaigns stand out so people take notice of
the message behind it.
• In this campaign, the celebrities are painted to
create effect of animal skin and place in a
exotic environment. This is use to create a link
to where the animals should be rather than be
worn on humans. The imagery is also emotive
and negative by creating the idea that animals
have died to be made into clothes.
• The statement used is very blunt and straight to
the point to shock the audience into changing
their attitudes towards the use of exotic skins.
• The colour scheme used reflects the idea of
nature with the use of green and brown. The
text is also very bold and big making it easy to
read and easily convey the information.

7. PETA exotic skins campaign
• This is one of PETAs campaign
posters against the use of fur.
This is an example of how they
can use very graphic images to
get point across about why
animal welfare is so important.
• The colour red is very
prominent on this poster to
create the idea of blood and
death. It also reflects the anger
that PETA and many other
people feel about the treatment
of animals to make clothes.
• The poster is also very direct
with the use personal pronouns
to make the audience feel guilty.

8. PETA exotic skins campaign
• On PETAs website, there is a variety
of different articles about all aspects
of the campaign. One of the posts
features lots of information about
the animals that are used, how the
animals are killed and what they are
used for.
• The post also features an expose
video of how the animals are killed
on factory farms. It also give extra
information about black market
goods.
• At the bottom of the post, there is
information about how you can help
to stop the use of exotic skins and
killing of innocent animals.
• http://www.peta.org.uk/issues/anim
als-not-wear/exotic-skins/

9. ENPA animal testing campaign
• This is a campaign for Italian
animal protection organisation
the ENPA (Ente Nazionale
Protezione Animale). They are a
non profit, non government
organisation which run entirely on
charitable donations. They offer
advice to pet owners and manage
rescue centers across Italy.
• The website for this organisation
is very similar to PETA. As they
have a range of different tabs to
different parts of their work. They
also have videos and news/info
which gives the audience more
information about a range of
different issues that are related to
animal welfare.
• enpa.it

10. ENPA animal testing campaign
• Non of the websites that these
posters feature on are in
English. However, these posters
have been spread around the
internet by individual bloggers
as well as large cooperation's.
• The posters themselves are very
clever as they feature animals
and cosmetics in an unusual
way which is al graphic without
being offensive.
• This image shows a dog laying
on top of red cosmetics to
create the idea of blood and
death due to the testing that
will have been done.

11. ENPA animal testing campaign
• This poster shows
perfume being sprayed
from a dogs mouth
which is a very strange
and disturbing image
but helps to push the
point of animal testing
very strongly. This
poster is also suitable
for a wide audience as
everything is PG that is
shown.

12. Accao animal and LPDA circus
campaign
• This is a poster from two Portuguese
campaigns Acção Animal and Liga
Portuguesa dos Direitos do Animal (LDPA).
The campaign is aimed at the use of
animals for entertainment and the cruel
environments they are kept in.
• The poster is very clever with its slogan
“Animals are not clowns” and the use of
the clown makeup on the monkey. This
poster is very bright with the use of the
makeup to make the monkey stand out
from behind the bars.
• “The first impressions of the
advertisement serve to establish a
contrast between the fictitious happiness
shown during circus performances and the
real lifestyle of animals at the circus with
lack of freedom and proper care. “
• https://sites.psu.edu/frasscrclblog/2014/1
0/14/animals-are-not-clowns-campaign/

13. Accao animal and LPDA circus
campaign
• The expression of the animals
are very sad behind the makeup
and helps to reinforce the idea
of how its all a show and these
animals do not exist for our
entertainment. It also shows the
artificial happiness that the
animals show in their
performances compared to the
abuse they constantly suffer.
• On the poster is also a
paragraph describing a circus
routine. However, the paragraph
is very descriptive about the
abuse and danger animals face
when they are owned by the
circus.

14. Accao animal and LPDA circus
campaign
• The animal are not clowns
campaign also tries to urge people
to not go to circuses that use
animals for entertainment. The
campaign also has a Facebook page
which features a video how animals
are treated in the circus. I don’t feel
the Facebook page was created by
the organisation but it still helps to
get the point across to a wider
audience.
• Both campaigns also have a website
but cannot be translated into
English.
• https://www.facebook.com/Animal
s-are-not-clowns-
105126096238486/timeline/

15. BUND 60 seconds campaign
• In this campaign by BUND
friends of the earth
Germany, animal extinction
is address using this very
graphic poster.
• The poster created by Berlin
based advertising
agency Scholz & Friends,
shows a animal in danger by
getting caught between the
arrows on a clock. The
animals featured in the
posters are clearly in pain
and their expressions look
like they are screaming.

16. BUND 60 seconds campaign
• The poster is very clear and clever,
showing the audience how much
time is running out to save
endangered species. This helps to
create a slight panic in the audience
as time is running out to help.
• “Every 60 seconds a species dies
out. Each minute counts. Each
donation helps.” The poster has this
small amount of text which helps to
reinforce the idea of how time is
precious and is running out for
animals.
• The text is very small as the poster
relies on the image to be the main
focal point and draw in the audience.

17. BUND 60 seconds campaign
• The campaign BUND
also has a website that
gives lots of
information about
animals and the
environment however,
the website is in
German and cannot be
changed to English.
• http://www.bund.net

18. WWF exotic skins and fur
• These posters are from WWF
Germany which was originally
released in 2003. They were
created by a company called
Ogilvy & Mather Frankfurt and
went on to win silver in One Show
2004 Print & Outdoor Public
Service/Political: Campaign
(Outdoor & Posters).
• The posters feature a range of
different animals that are
currently hunted for their fur and
skin. On top of the images of the
animals are sewing patterns of
different clothes that the skins are
used for.

19. WWF exotic skins and fur
• This posters are very shocking
as they highlight how animals
are used for fashion and how
they are killed to create
meaningless items such as
handbags and shoes.
• The posters also show
animals in their nature
environment to reinforce the
idea of where these animals
are suppose to be. The
animals faces are also used in
all of these images to help
create empathy for the
animals.

20. WWF exotic skins and fur
• From my focus group, I found that
these posters caused more
emotion in a female audience
where as the male audience were
more concerned why a more
everyday animal such a cow was
used.
• I feel this campaign was also more
aimed at females are they are
more likely to buy the items that
the skins are used for such as
handbags.
• I could not find a direct webpage
for these images however, WWF
have a number of websites on
animals rights and conservation.
http://www.wwf.org.uk

21. PETA2
• PETA 2 is the worlds largest youth
animal rights group that is aimed
at children and young adults. They
have the same mission statement
as PETA do but everything about
this campaign is PG and more
suited to a younger audience.
• Everything on the website and
that PETA 2 do is a lot more
interactive, helping children to
learn about animals rights
through fun activities,
competitions and street teams.
• Everything is made to be a little
more fun and silly such as this
Olsen twin game that picks fun at
the well known celebrities
wearing fur.

22. PETA2
• This game is still very
graphic for children as the
fur has blood from it and
dead animal heads.
However, this is what
people now expect from
PETA as they are well
known for pushing the
boundaries of what's
acceptable.
• The game also has names
for items of clothing which
say how each animal was
killed and what it is.

23. PETA2
• PETA 2 also has so more child appropriate
campaigns. That often feature young
animals in a cartoon form. Such as this
poster from their Go Vegan campaign.
• The poster uses bright colours which big,
bold text that a clear and simple message.
No pictures are used, only cartoon which
make the poster more age appropriate and
is a much softer approach to the vegan
lifestyle.
• This campaign style is also a nicer way to
approach the subject completely without
use shock tactics like the rest of the
campaign use that I have looked at.
• However, I do not feel this sort of campaign
is as successful as the more brutal
approach as they are hard to forget and are
hard hitting. Where as this style is almost
to nice , non persuasive and easily
forgettable. As I will be making my
campaign for an adult audience I don’t
need to worry about being to graphic
because of children.