The Body Shop wanted not just to raise public awareness on the issue of animal trafficking, but to affect change in every individual. Instead of a facts-and-figures campaign, the client required a campaign that would make people stop, think, and change their attitude.

We narrowed down the story of animal trafficking to the most basic - 1 animal, 1 perpetrator. Posters in the form of newsbytes were used to announce sudden deaths seemingly caused by foolish or funny means. Upon further reading, one will discover that what actually killed these animals are not dark corporations or greedy traders - but man’s blind devotion to myths and traditions. We dramatized not just the triviality of human desires; we gave an equivalent of a cold dousing on the face of human ignorance.

The campaign ran in all The Body Shop outlets and was featured on The Body Shop’s Facebook page as part of its Save The Animals initiative. Shoppers were given sized-down posters to take home too. Awareness on animal trafficking was increased, with more people realising the need to affect change within themselves.