This project involved creating a social justice awareness campaign for Animal Justice Canada, an animal rights group.
The Animal Justice Canada awareness campaign consists of various types of advertisements. The average Canadian will view print posters, billboards, and bus shelter advertisements regularly on the way and back from work, shopping, etc. With carousel advertisements on Instagram, people can learn more information about the puppy mill issue at various times of the day when accessing social media..
In the advertisements, the main images focus on playful and cuddly puppies to quickly attract people’s attention and invite them to learn more information. A large, friendly font in upper case emphasizes the sentient quality of the puppies by stressing, “WE FEEL, WE THINK, WE SPEAK!” Personifying the animals makes viewers think of their own familial relationships with their companion animals. The copy information reveals a more serious tone and emphasizes the problems facing other less fortunate puppies raised in harsh puppy mill conditions. The bold red colour captures people’s attention and suggests that Animal Justice Canada is a powerful force in the fight to protect animal rights in Canada. The call to action, “Join the fight for our rights,” reminds viewers that they can make a difference in the lives of animals by simply connecting with Animal Justice Canada.
Research
