The social campaign poster aims to address ethical issues surrounding animal testing, and testing methods and processes (toxicology test or product safety test). Its main purpose is to educate the general public and to raise awareness about the mistreatment of lab animals, and potentially to also provide a guide to those who are interested in taking action.
The concept of using stuffed animals, to represent the situations of the lab animals enabled the campaign to deliver the message without using violent imagery that is often found in other campaigns on this topic. Other campaigns generally show the pitiful image of animals staring at the audience to trigger an emotional reaction, or show images alluding to animal testing being done on humans. These campaigns fail to deliver the message to the audience because either they are too vague or violent, which can make people feel reluctant to think about the message.
The three posters represent some species of laboratory animals being tested with different methods of laboratory testing. (From the top to bottom: substances dripped into eyes, mixed with foods, and injected.)
Note: Not all research laboratories mistreat lab animals like objects. Some research laboratories try to follow and practice guidelines to reduce the level of pain the animals suffer. However, the proportions of these research laboratories are far outnumbered by the ones that do not respect animal welfare.