Product research

Emily Pinder

PETA exotic skins campaign• PETA has many different campaigns that are running at the same

time. One campaign that has been brought to light again because of London fashion week is the exotic skins.

PETA exotic skins campaign• This campaign has a variety of different advertising posters that

feature a range of different celebrities. PETA is also known for their extreme publicity stunts and their latest stunt did not disappoint. Five models protested the use of exotic skins on the street of London by carrying around white handbags smeared with ‘blood’.

• PETA released an expose earlier this year about the designer brand, Hermes, showing the disgusting conditions and cruelty that is involved in making their handbags.

• “A recent PETA exposé of farms that supply crocodile and alligator skins to Hermès-owned tanneries documented that alligators on one farm had their necks sawn open. Some of them were still alive and moving minutes afterwards.”

• http://www.peta.org.uk/blog/lfw-2015-exotic-skins-protest/

• Protests happened worldwide outside a variety of Hermes stores since July. The protest featured a range of different ambassadors painted with scales and blood to let the public know about the cruelty that crocodiles and alligators face on Hermes farms.

PETA exotic skins campaign

PETA exotic skins campaign

• This campaign has lots of different outlets and ways to help show the public that exotic skins are wrong by using posters, videos, protests and provide lots of information on their website about the issue.

• Celebrity supporters are also used on their posters to help the campaign reach to an even wider audience.

PETA exotic skins campaign• This is one of the posters that PETA have created

against exotic skins. A celebrity has been used for the face of this campaign as it helps to catch the attention of the audience and get their fans to follow the lead of the celebrity . Nudity is something that PETA use a lot in their campaigns to help make their campaigns stand out so people take notice of the message behind it.

• In this campaign, the celebrities are painted to create effect of animal skin and place in a exotic environment. This is use to create a link to where the animals should be rather than be worn on humans. The imagery is also emotive and negative by creating the idea that animals have died to be made into clothes.

• The statement used is very blunt and straight to the point to shock the audience into changing their attitudes towards the use of exotic skins.

• The colour scheme used reflects the idea of nature with the use of green and brown. The text is also very bold and big making it easy to read and easily convey the information.

PETA exotic skins campaign• This is one of PETAs campaign

posters against the use of fur. This is an example of how they can use very graphic images to get point across about why animal welfare is so important.

• The colour red is very prominent on this poster to create the idea of blood and death. It also reflects the anger that PETA and many other people feel about the treatment of animals to make clothes.

• The poster is also very direct with the use personal pronouns to make the audience feel guilty.

PETA exotic skins campaign• On PETAs website, there is a variety of

different articles about all aspects of the campaign. One of the posts features lots of information about the animals that are used, how the animals are killed and what they are used for.

• The post also features an expose video of how the animals are killed on factory farms. It also give extra information about black market goods.

• At the bottom of the post, there is information about how you can help to stop the use of exotic skins and killing of innocent animals.

• http://www.peta.org.uk/issues/animals-not-wear/exotic-skins/

ENPA animal testing campaign • This is a campaign for Italian animal

protection organisation the ENPA (Ente Nazionale Protezione Animale). They are a non profit, non government organisation which run entirely on charitable donations. They offer advice to pet owners and manage rescue centers across Italy.

• The website for this organisation is very similar to PETA. As they have a range of different tabs to different parts of their work. They also have videos and news/info which gives the audience more information about a range of different issues that are related to animal welfare.

• enpa.it

ENPA animal testing campaign • Non of the websites that these

posters feature on are in English. However, these posters have been spread around the internet by individual bloggers as well as large cooperation's.

• The posters themselves are very clever as they feature animals and cosmetics in an unusual way which is al graphic without being offensive.

• This image shows a dog laying on top of red cosmetics to create the idea of blood and death due to the testing that will have been done.

ENPA animal testing campaign

• This poster shows perfume being sprayed from a dogs mouth which is a very strange and disturbing image but helps to push the point of animal testing very strongly. This poster is also suitable for a wide audience as everything is PG that is shown.

Accao animal and LPDA circus campaign

• This is a poster from two Portuguese campaigns Acção Animal and Liga Portuguesa dos Direitos do Animal (LDPA). The campaign is aimed at the use of animals for entertainment and the cruel environments they are kept in.

• The poster is very clever with its slogan “Animals are not clowns” and the use of the clown makeup on the monkey. This poster is very bright with the use of the makeup to make the monkey stand out from behind the bars.

• “The first impressions of the advertisement serve to establish a contrast between the fictitious happiness shown during circus performances and the real lifestyle of animals at the circus with lack of freedom and proper care. “

• https://sites.psu.edu/frasscrclblog/2014/10/14/animals-are-not-clowns-campaign/

Accao animal and LPDA circus campaign

• The expression of the animals are very sad behind the makeup and helps to reinforce the idea of how its all a show and these animals do not exist for our entertainment. It also shows the artificial happiness that the animals show in their performances compared to the abuse they constantly suffer.

• On the poster is also a paragraph describing a circus routine. However, the paragraph is very descriptive about the abuse and danger animals face when they are owned by the circus.

Accao animal and LPDA circus campaign

• The animal are not clowns campaign also tries to urge people to not go to circuses that use animals for entertainment. The campaign also has a Facebook page which features a video how animals are treated in the circus. I don’t feel the Facebook page was created by the organisation but it still helps to get the point across to a wider audience.

• Both campaigns also have a website but cannot be translated into English.

• https://www.facebook.com/Animals-are-not-clowns-105126096238486/timeline/

BUND 60 seconds campaign• In this campaign by BUND

friends of the earth Germany, animal extinction is address using this very graphic poster.

• The poster created by Berlin based advertising agency Scholz & Friends, shows a animal in danger by getting caught between the arrows on a clock. The animals featured in the posters are clearly in pain and their expressions look like they are screaming.

BUND 60 seconds campaign• The poster is very clear and clever,

showing the audience how much time is running out to save endangered species. This helps to create a slight panic in the audience as time is running out to help.

• “Every 60 seconds a species dies out. Each minute counts. Each donation helps.” The poster has this small amount of text which helps to reinforce the idea of how time is precious and is running out for animals.

• The text is very small as the poster relies on the image to be the main focal point and draw in the audience.

BUND 60 seconds campaign

• The campaign BUND also has a website that gives lots of information about animals and the environment however, the website is in German and cannot be changed to English.

• http://www.bund.net

WWF exotic skins and fur • These posters are from WWF

Germany which was originally released in 2003. They were created by a company called Ogilvy & Mather Frankfurt and went on to win silver in One Show 2004 Print & Outdoor Public Service/Political: Campaign (Outdoor & Posters).

• The posters feature a range of different animals that are currently hunted for their fur and skin. On top of the images of the animals are sewing patterns of different clothes that the skins are used for.

WWF exotic skins and fur • This posters are very shocking as

they highlight how animals are used for fashion and how they are killed to create meaningless items such as handbags and shoes.

• The posters also show animals in their nature environment to reinforce the idea of where these animals are suppose to be. The animals faces are also used in all of these images to help create empathy for the animals.

WWF exotic skins and fur • From my focus group, I found that

these posters caused more emotion in a female audience where as the male audience were more concerned why a more everyday animal such a cow was used.

• I feel this campaign was also more aimed at females are they are more likely to buy the items that the skins are used for such as handbags.

• I could not find a direct webpage for these images however, WWF have a number of websites on animals rights and conservation. http://www.wwf.org.uk

PETA2• PETA 2 is the worlds largest youth

animal rights group that is aimed at children and young adults. They have the same mission statement as PETA do but everything about this campaign is PG and more suited to a younger audience.

• Everything on the website and that PETA 2 do is a lot more interactive, helping children to learn about animals rights through fun activities, competitions and street teams.

• Everything is made to be a little more fun and silly such as this Olsen twin game that picks fun at the well known celebrities wearing fur.

PETA2• This game is still very graphic

for children as the fur has blood from it and dead animal heads. However, this is what people now expect from PETA as they are well known for pushing the boundaries of what's acceptable.

• The game also has names for items of clothing which say how each animal was killed and what it is.

PETA2• PETA 2 also has so more child appropriate

campaigns. That often feature young animals in a cartoon form. Such as this poster from their Go Vegan campaign.

• The poster uses bright colours which big, bold text that a clear and simple message. No pictures are used, only cartoon which make the poster more age appropriate and is a much softer approach to the vegan lifestyle.

• This campaign style is also a nicer way to approach the subject completely without use shock tactics like the rest of the campaign use that I have looked at.

• However, I do not feel this sort of campaign is as successful as the more brutal approach as they are hard to forget and are hard hitting. Where as this style is almost to nice , non persuasive and easily forgettable. As I will be making my campaign for an adult audience I don’t need to worry about being to graphic because of children.