A full campaign with a client proposal for a vegan brand highlighting the impacts of animal agriculture. Lives not Livestock is designed to motivate individuals to embrace a plant-based/vegan lifestyle with a primary focus on animal welfare. The campaign highlights the ethical implications of animal agriculture and aims to foster a society that recognises the intrinsic value of animals outside of their role as consumable goods. Through awareness raising, education and support strategies, the campaign goal is to inspire individuals to make informed, cruelty-free changes in their lifestyle. Touchpoints for the campaign included posters, billboards (digital and static), socials, merchandise and a short TV advertisement.