If a user wants to register on a website, he’s being asked, if he’s human or robot. By associating images with an assigned topic he proofs ‘humanity’. Therefore our campaign for ‘NOAH e.V.’ seized this system to gain attention for animal protection and to call upon more humanity for animals.

We chose a simple human-test of the internet for our message – a Captcha. And created the first Captcha against online bots AND against humans – the CareCAPTCHA.

By letting users associate products with their actual fabrication process, we clarify about the inhuman production. Our message: If you’re not a robot, be human and support the end of animal abuse.

On top, we made the Captcha available to everybody – as a free plugin for all website operators. To spread our message without any budget.

We created the CareCaptcha in different channels.

It’s installed as an interactive tool within the NOAH brand website, was send out via newsletter to all their recipients, released as print-motifs in the local area of the brand.

And of course the CareCAPTCHA has also been programmed as a real Captcha/Plugin. It is part of the official Wordpress plugin library, so every website operator can get it, embed it into his platform and spread our message.

The CARE CAPTCHA was not only a moral success for NOAH e.V. and all animals – but also a measurable one. During the campaign we achieved the following results: 20% more donations, 60% more website-visits (on noah.de) and a growth of our facebook click rate up to 85%.