With this anti-fur campaign, the SPCA wanted to make an impact to its targeted "fur savvy" consumers. With a total social reach of over 1.2M across 16 countries, this mutli award-winning campaign hit the mark.
Here’s how we turned an anti-fur campaign into a global movement.
In running an anti-fur campaign, the SPCA’s goal was to generate a real change in consumer behaviour. With their partners LUSH Cosmetics and the Fur Bearer Defenders of Canada, they provided a platform through which we could really touch & influence people.
As it is the case in many cause-driven initiatives, it’s easy to reach people who are already on board and supportive of the cause. The real challenge lies in reaching people that are insensitive to the message we’re trying to convey.
To achieve this challenging goal, we came up with a bait & switch strategy where we could reach the right people even though they were not initially receptive to it.