This document outlines three ideas for an animal welfare campaign. Idea One focuses on ending animal entertainment by depicting the harsh conditions animals face in circuses using black, white and red colors. Idea Two exposes animal testing, specifically the Draize eye test on rabbits, through before/after photos and the tagline "You have eyes that work, so use them." Idea Three aims to stop animal poaching by educating people about what ivory and horns are used for through a poster featuring a realistic elephant photo and the text "Here's a reason not to use ivory."

1. MOOD BOARD IDEAS

3. IDEA ONE
• When children are taken to the circus, they associate animals with entertainment and believe
that is their purpose. However we, as humans are not above them, they are equal and they are
not ours to play with. This campaign idea is to stop animals being used for entertainment – the
conditions they’re kept in are appalling, it is not where they belong, they are captured
whipped, chained up and forced to stay there.
• The colour scheme for the campaign is intended to make the audience think of violence.
Colours I could use which are associated with pain and sadness are black and white, as many
campaigns are full of colours. I think using colours such as black and white with small additions
of other colours will make it stand out more, be more dramatic and attract attention to make
the campaign striking and impactful.
• For the text for my campaign I have the idea to incorporate some form of animal cruelty into
the title. Some ideas include writing the text in red to symbolize blood or to incorporate a paw
print or whip or rope into the text in order for the audience to make the connection between
the words written and the images in something like a poster to what actions are happening
when the words animal cruelty are mentioned.
• An idea I had for images in my campaign was to make the audience aware of not only what is
happening with the animals in entertainment such as in circuses where animals are being
beaten, tied down and kept in small cages but to also juxtapose what they should be doing. I
will achieve this by putting two images side by side showing the harsh reality of animals in
entertainment and what effect the audience can have on the animals if their help is given.

4. IDEA ONE CONTINUED…
• Another idea I could involve in this campaign is popular cartoon character ‘Dumbo.’ It is a well
known elephant in a made up story and could tie in with my campaign by showing Dumbo,
who will be representing all elephants and animals in a negative however realistic portrayal. A
tagline which could fit with this campaign ideas would be ‘It’s not just a story anymore.’ Making
the audience aware that things like abusing animals is happening in everyday life and just
because we don’t see it, doesn’t mean it isn’t there.
• An alternative to this idea however still relevant is to use another well known animal character,
which will evoke nostalgia with some audience members however also show an innocent
animal being abused and hurt for something they’re not meant to be doing.

6. IDEA TWO
• My next idea for my campaign is to expose the reality of animal testing, more particularly, the
Draize eye test. Despite more modern and human alternatives, rabbits are still used as test
subjects where products such as shampoos, weed killers, pesticides, dishwashing liquid and
other substances are applied to the eyes of conscious rabbits in order to test irritancy. The
substances often cause redness, swelling, haemorrhaging and blindness and as soon as the
experiment is over, the rabbits are killed. If my social issue were to be on animal testing I would
tackle this issue with pictures of rabbits who haven’t had the Draize eye test and those who had,
so that the audience can juxtapose the 2 sides and see what it looks like. A tagline for this
campaign would involve language to do with the eyes and make the audience be in the
rabbit’s place. An example would be ‘You have eyes that work, so use them. See what is
happening to these innocent animals.’
• Both the language and the imagery for this campaign will be abrupt and hard hitting in order to
make the audience realise what is happening to some animals behind closed doors. I will also
use language which the audience could apply to their own life or lifestyle, this will help me to
make the audience feel as though they are the rabbit.
• The house style for the campaign will be mainly red to symbolise the pain the animals are feeling
when they get tested on. I will also feature reds and browns for similar reasons . These dark
colours create a background where pale or white text will stand out clearly on any campaign
products such as posters. Colours like reds, browns and pinks will also make the reader think of
make up and cosmetics, one of the most widely used products to be tested on animals.

7. IDEA TWO CONTINUED…
• I want the text for this campaign to be quite hard hitting and express to the viewers what
happens to the rabbits during this test. The way I will achieve this is short abrupt sentences in
order for the message to be conveyed quickly with no big blocks of text but a description
detailed enough that the audience will be able to out themselves in the rabbits position and get
and insight into what they suffer. The text shall read:
“Trapped in boxes, Eyes forced open, Chemicals injected into the eyes, Eyes fastened shut,
Does this happen in your eye test? It did for this rabbit.
The Draize Eye Test causes pain. Help stop this eye test. Prevent rabbits from suffering redness,
swelling, haemorrhaging and blindness”

9. IDEA THREE
• The purpose of this campaign idea is to make my target audience aware of people exploiting
animals. Whether this be for their fur or other body parts such as tusks and horns, ‘50 million
animals are killed each year on fur farms’
(http://www.lcanimal.org/index.php/campaigns/fur/fur-trade-facts) and 100,000 elephants
killed by poachers for their ivory tusks in 3 years, unfortunately counting towards the 64% of
Central Africa’s elephants being killed off in a decade.)
http://news.nationalgeographic.com/news/2014/08/140818-elephants-africa-poaching-cites-
census/) Not many member of my target audience, especially is they are young will not know
what things are made out of ivory and also not know that elephants and rhinos got through
extreme pain when their tusks and horns are removed for the material. This will be changed with
my campaign and will show my audience what unnecessary actions are happening. A
potential tagline to go with this campaign is ‘Here is a reason to not buy ivory’ alongside a
picture of an elephant or rhino.
• For the visual parts of this campaign e.g. the posters, I will take the opportunity to use my own
images of elephants, instead of using cartoon imagery to give a more realistic feel and make
the campaign appeal to an older demographic rather than younger members. This may prove
to be more affective as it should make the issue more lifelike as the images are real and not of
cartoon animals.
• To differentiate this idea from the pervious two, I will take an alternative approach and make
the poster minimal but still equally as bold. The text font I use will be made more dramatic as
the lines will be thicker and more dominant to attract attention. There will not be multiple
images or eclectic designs but one main image as the focus point of the poster with small
amounts of text, to add information and impact. I will be taking inspiration from the examples
on my mood board as I feel they mirror what I want to achieve

10. IDEA THREE CONTINUED…
• The text which will go along with this campaign is ‘Here’s a reason to not use ivory.’ The poster
will then feature an image of an elephant. This will show my target audience what ivory is from.
To give them more information, I shall provide a website for them to visit as this will allow them to
gain knowledge on what ivory is used for and why it is so bad incase they didn’t know already.