Unfortunately, animal cruelty had been on the rise in Turkey. Almost every day we came across brutality on the news. Because the law labeled animals as not living beings, only monetary fines were charged for the criminals. What is worse, with too many incidents happening, people started feeling indifferent to the subject.

Vestel is one of Turkey's top electronics manufacturers. They have previously shown their support for several social issues, welfare of stray animals and animal rights has been a special focus.

The brand did not want to remain silent in the face of this brutality and use its potential to reach out to a great number of people and urged them not to remain silent against this brutality. For this, we needed to do something to draw attention back to this issue. We needed to find a surprising connection moment when we could get the target audience’s undivided attention.

The security method used for distinguishing reactions of computerized robots from behavioral patterns of humans in web environments, namely Captcha, can also determine whether a user is a robot or not in the real world, as well. Advocating animal rights as Turkey's pioneering technology brand, Vestel continues to give voice to animals with a brand-new project titled "I am Not A Robot." The project developed for raising awareness of ever-increasing violence incidents against animals was announced to the consumers through Vestel's website. A consumer who has been solving a regular Captcha later figures out that the animal he has encountered on the Captcha was in fact a victim to brute violence, and that it is no longer alive. On the website they are redirected to after the Captcha, users can find the Captcha code to use on their own websites thereby contributing to the spread of the message.

Drawing attention to animal cruelty by reminding the target audience, contrary to the current law, animals are living creatures like us.

The captchas initially appeared on websites. They included a rerouting to a microsite designed for the cause. On the site, people found out about several incidents that had taken place in the last year. They were also encouraged to speak up on the issue using campaign hashtags. They could also download and use the captchas on their sites if they wanted. Though the peak of the campaign was within the first two weeks, the captchas have been 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 regarding animal rights as living beings was included on the agenda of the parliament to be discussed.