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.

The idea includes the innovative use of online verification system, captcha, to deliver a message. Through unconventional use, it aims to grab people's attention at an unsuspecting moment, with the power of the medium.

Captcha is a widely used identification procedure that differentiates human users from non-human. In order to attract attention to the inhumane nature of the atrocities taking place, we made use of this medium, and its iconic statement 'I'm not a robot' to deliver our message.

We wanted to reach out to anybody with conscience. Vestel.com.tr, Vestel's online commerce site created the opportunity to reach out to a big crowd.

We converted the captchas in the site, to a medium where we could deliver our message. However, through our microsite, we also made the captchas available for download, creating a chance for them to go viral by appearing on other websites as well.

The people were encouraged to speak up on the topic through hashtags. And the main objective was to increase the online conversation in order to send a message, that a new and just law is due to be discussed.

Animal cruelty is increasing in Turkey. The law that currently labels animals as not living beings but properties allows only monetary fines to be charged for the criminals. With too many incidents happening, and too little hope for things to change, people have grown indifferent to the subject.

Vestel is one of Turkey's top electronics manufacturers. They have previously shown their support for social issues in several different categories, including the well being of animals. They wanted to use their potential to reach out to a great number of people for a good cause. They wanted to use their site as a means to create more conversation on the topic.