When we think of circus, first thing coming to mind is people cheering for courageous or funny animal acts. But since it’s hard to adapt a wild animal to human presence, how did they learn all the tricks that bring us joy?

Truth is that behind the nice image on stage, circus animals spend almost 350 days behind bars or in cages, on an average. Also, hunger and fear are standard training tools. It’s a real prison to them and we wanted to highlight this.

We developed two visuals where the well-known stripes of tigers and zebras become prison bars on their fur. And asked people to join forces to free them and give them their natural stripes back.

First we reacted online, the very next days to the circus fire that killed 11 animals. Our visuals promoted WWF's petition against circus animal use. We communicated to the WWF community and other online communities close to activism. Key opinion leaders shared the message and made the community grow, reaching the general public who signed the petition and spread the cause.

Then we went on the street, using the outdoor faces as street movement placards. Political attitude newspapers and websites are the ones that best catch attention to politicians – we placed the message close to the hottest topics regarding them, right near politicians' photos, urging them to take a stand for animals rights.

The radio commercials worked not only as reminder but as a metaphorical warnings – the tiger from the main visual roared for its freedom.

First, people joined the cause and spread the voice. More then 60,000 people signed the petition against animal use in circuses, addressed to the Parliament. People understood the need for civic attitude and stood against animal pain. Shortly after, the Bucharest Mayor decided to ban animal use in city circuses.

Key opinion leaders joined the cause. Embracing the issue, media hubs gave their support and media space and the whole campaign ran with zero costs in outdoor, online, press and radio. We had over 8 million media impressions with zero cost.

Then Parliament decided to discuss the issue. Its Special Committee in charge with this decision voted against wild animal use in circuses - for a future national law to be adopted.