Speak for animals
A Social Media Campaign to spread awareness in animals’ welfare and foster the commitment of European citizens and Institutions.
We worked on the concept for the creation of a Social Media Campaign for the Eurogroup for Animals (EFA), a network of 60 animal advocacy organisations across Europe and beyond, in order to help them raise awareness in civil society via their respective social media accounts and support future and/or separate political and corporate advocacy activities.
Our challenge was to create a multitarget, flexible and engaging Campaign, able to meet the double goal of the project while maintaining visual and conceptual consistency with the Organization’s identity – and that of its members’ -.
Our creative concept focuses on a multitarget and multi-use Call To Action. “Speak for animals” can indeed easily address to European Parliament’s members, politicians, and civil society. “Animals can’t speak for themselves, but you can raise your voice in their name”; the core message we want to convey here is clear and powerful, and it works well when adapted to single species or specific audiences too.
To meet its purpose, our campaign is based on a smooth timeline, divided into three steps; while phase 1 is addressed to MEPs (to commit to animal welfare), phase 2 and 3 are both dedicated to voters (respectively to learn about animals’ welfare and vote to make a change). This structuring choice guaranteed the delivery of specific messages to specific targets within each phase of the project.
Gifs were designed to be posted in the second, informative phase of the Campaign. In this step, the assets show a series of different Call to Action, all linked to the main concept of “find out more” about animals’ welfare, European commitment and policies, and EFA’s work.
We provided five gifs dedicated to five different specific themes – such as circus animals, caged hens or guinea pigs conditions in labs -, and each of them was designed with a catchy, playful mood, in order to grab greater attention.
SOCIAL MEDIA CARDS
For the Social Cards, we created two templates based on the two different targets of the campaign; one is designed for MEPs, with the Sign the Pledge CTA, and the other for the European Citizens – with the Vote at EU | 2019 CTA– to motivate them to take action.
The visual is built around the main concept and depicts black and white portraits of humans with a colourful muzzle instead of the mouth. To ensure a larger engagement within a wide multitarget range, we chose a general proactive mood and a clear, positive tone of voice, which also encourages the audience to believe that their voices matter, along with that of animals.