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Helping animals

Marta Szyszka

Anti-fur campaign motifs

Cruelty, atrocity, animal suffering,

Nudity, female body,

Appeal for compassion.

Respondents’ opinions What’s wrong with the campaigns?

People have little empathy for animals (…),

[the campaigns] do not reach the target – the rich

[who wear fur],

Very often the campaigns are run in a ridiculous

way,

Due to many drastic images people stop watching

before the message reaches its point,

For some reason people like wearing fur e.g. to

feel luxurious, so these campaigns don’t

discourage effectively.

source: www.trojmiasto.pl

"A fur garment is like a beauty salon. The lady

who goes in comes out different. She not only

looks different, she feels it.” Fur Information and Fashion Council (1960)

"Am I an accomplice to murder by stroking the

softness of animal fur with the tips of my fingers?

I have no remorse and I refuse to renounce the

shiver of a body wrapped in fur, the emotion of

the moment, when the evening closes with

promises of night.” Konopnicki (1995)

source: Ch. Nadeau "Fur Nation”

Make fur

(pre)history

Tools

Mobile app – makeover, virtual

dressing room,

Facebook & Pinterest,

Landing page

Key actions

Photo shoot,

Publish campaign in women’s magazines,

Collaborate with Polish clothing brands,

Social media campaign – Facebook &

Pinterest,

Design & publish the app and landing

page,

Maintenance.

Budget analysis

Photo shoot cost – 5,000 zł,

Landing page design – 1,000 – 2,000 zł,

Mobile app design – 20,000 zł

Total: 27,000 zł

Aims

To put an end to the fur industry,

To educate society about fur production,

To challenge common assumptions,

To undermine the notion of fur as a

luxury good,

To ridicule the idea of wearing fur,

To discourage from buying fur.

THANK

YOU