We were talking to a consumerist nation that consumes a great volume of fashion products, with little thought on how these products were manufactured. The need was for an activation that kindled guilt and informed them about which animal they were wearing, while using these fashion accessories.

Hence, the objective was to throw light on the issue of animal exploitation in a way that was both striking and informative, right before the start of Dubai Shopping Festival.

The objective of ‘Wear No Animals’ was to throw light on the animal cruelty behind the beauty of the fashion products we wear. Sanctuary Asia achieved this by designing intricate sculptures of popular fashion products and placing it in galleries and office atriums. The viewer was then prompted to flip the switch, to light the sculptures. When these sculptures are exposed to gallery lights, the shadow thus formed is of the animal that was abused to create the particular fashion product. This campaign served as a strong reminder and sensitized the youth in Dubai against this grotesque fashion statement.

RESULTS (in less than 2 months from the launch of the campaign)

• 4,156 people pledge their support by following the Sanctuary Asia page.

• 6,431 people talked about the campaign on the Facebook network.

• Subscription inquiries from the region increased by 45%

• Several animal welfare organisations shared the 'Wear No Animals' story.