Delivering a creative campaign to drive awareness and encourage change all the way to 10 Downing Street.
Very little has changed in the last century on animal testing, so we stepped back in time to recreate an iconic protest image from 1919 linked to the suffragettes, highlighting the urgent need for immediate action.
To deliver a memorable campaign and encourage action against animal testing, we developed a creative idea that would generate maximum impact by leveraging our relationships with passionate animal advocates including Evanna Lynch, Lucy Watson, and Lesley Nicol.
Our integrated campaign strategy was focused on generating widespread public awareness and support for our cause, while also putting pressure on government to deliver meaningful change.
To deliver maximum impact it was important that we activated the campaign strategically. We triggered different elements of our campaign at key moments to first educate mainstream audiences about the case and then secondly, encourage action.
Each year, the Home Office publishes new data on the amount of animal testing that takes place in the UK. We wanted to put the topic of animal testing higher on the political and public agenda, but knew we would face a crowded space, and a media landscape who rarely engage with the topic.
In the weeks leading up to the Home Office statistics being released, we began placing a series of exclusive stories about the Home Secretary reintroducing testing for cosmetics for the first time in 23 years in The Times. We compounded this with another exclusive, highlighting widespread opposition from leading industry figures including the Co-Op, Body Shop, and others.
signatures for the campaign petition
debate within parliament
media coverage in The Times
influencer reach from celebrities including Lucy Watson and Evanna Lynch