Captcha is a verification method to differentiate between humans and non-humans. Due to the violent nature of the crimes, we wanted to remind people that if they were not robots, they had to react to such horrific crimes. We designed 10 different captchas with animal pictures. When people completed the sequence, text appeared explaining the animal was killed, explaining how.

Then they were asked to speak up against this violence by a support button that took them to a microsite with extensive information on the topic. They were encouraged to join the conversation to create public awareness and reaction.

The captchas initially appeared on vestel.com.tr website. They included a rerouting to a microsite designed for the cause. On the site, people found out about several incidents that have taken place in the last year. They were also encouraged to speak up on the issue using campaign hashtags. They could also download and apply the captchas to their sites if they wanted.

Though the peak of the campaign was within first two weeks, the captchas are still online, since March 29.

Reach: 13 millions.

Impression: 14 millions.

Captcha adopted by over 100 websites.

Two separate trending topics generated by the campaign reached trending topic and stayed there for several hours.

Online conversation increased by 4 times.

News on animal cruelty increased by 2 times.

And 14 days into the campaign, for the first time ever, a new law came to the agenda of the parliament to be discussed.