We designed a campaign to raise awareness about the cruelty associated with cosmetic testing on animals and asked Canadians to sign a petition to ban it.
By tapping into that unconditional desire to protect all animals, we created a “Sign the PETition” movement asking people to add their names on behalf of their pets, both in-store and online. Facebook ads, events and in-store collateral were used to advertise the petition to pet lovers and animal activists, with messaging coming written from the perspective of pets speaking up. A second instalment of the digital campaign just launched showing how far we have come to keep the momentum going.
