Many non-profit organizations have been stressing a ‘Say No to Fur’ agenda for years. Yet, the sales of fur continue to grow steadily in China. How can we take this ‘Say No to Fur‘ sentiment and utilize it in a way that results in actual changes in people’s behavior, instead of just promoting a generic and tired tagline?

To stop “buying” fur, we need to start “selling” fur!

We opened an online fur store on a well-known ecommerce site however; this was a fur shop with a twist. When fur lovers clicked the product links, instead of seeing the beautiful furs being advertised, they were shown videos. These graphic videos detailed the cruelty and darkness that is involved in the process of harvesting fur. As a result, people were forced to associate fur with its brutal origins. We targeted shoppers when they were in the mood to buy and then, after having them watch the videos, allowed them to sign the pledge never to buy fur again.

In just 72 hours, there were 4.5 million visits to our online store.

80% of them (3.6 million people) pledged to never buy fur again.

The campaign received 5.7 million views on social media and had a media value of about 13 million RMB.

For all of this we only paid a 5RMB service charge to the online store.