Overview 🔎

We designed a socially responsible campaign around a social issue we feel strongly about. We chose to work with Animal Testing in the Cosmetic Industry. We have designed print and screen-based outputs for the campaign, to be used in versatile ways. The purpose of this campaign is to create awareness around our chosen social issue, Animal Testing in Cosmetics, but to also try and make a difference. The campaign aims to communicate a message, influence people/audiences or decision makers, increase support, change negative perceptions, and reframe conversations for a sustainable outcome.

Point of View Statement 🤝

Cosmetic Consumers need a platform to access full disclosure, guarantee their safety and stand up to inaccurate label regulations to stop animal testing because animal testing, according to the Humane Society, is unnecessary when verifying the safety of cosmetic components. r?

How Might We? How might we change the way consumers think about products to make conscious cosmetic purchases and how might we shed light on the practices of testing used in the cosmetic production industry

The Campaign

Our target audience is namely cosmetic users. The majority of these users are women, between the ages of 16 and 40, who are open to the idea of sustainability and anti-animal testing. These could also be users who support vegan products. Our research statistics showed that More than 70% of Millennials and Gen-Z consumers value sustainability over brand name while making purchases and are also willing to pay more for sustainable products (TIMESOFINDIA.COM, 2022). We want to make these users aware of the animal testing conducted from start to finish in the production of cosmetics. This means animal testing is conducted with both the ingredients and the final product.

Results

Wrap up your project by highlighting your successes. If you’re able, highlight key metrics that were improved with the help of your project.

Takeaways

We strongly believe that animal testing shouldn't be tolerated. With the technology and research that is available, we believe that animal testing is a cruel and outdated method to use. In response to that, we have created a campaign called inHumane Hands. We created this campaign to inform cosmetic users of this method of testing and to create a space for the consumer to make better decisions when buying cosmetic products. Throughout this campaign, we decided on a completely different direction, in an aesthetic way. People are usually drawn in by the colour and visuals. We focused on creating visuals with the fear appeal, steering away from the precedent of cute pink posters for animal cruelty. We aimed to be transparent and show the truth about animal testing in cosmetics. We used taglines, to get the viewer thinking, alongside striking imagery and a bright colour palette. Each design aims to illustrate the relation between the animal and the cosmetic product.