This was a project submitted for 2020 CROWBAR Challenge as a campaign proposal for raising awareness for ‘Feline High-Rise Syndrome’, a veterinary term for injuries sustained by a cat falling from a building.

As legitimate as this issue is, most people don’t believe that cats could die falling from heights. Thus my team created visuals using texts such as ‘THEY WALL FALL’, ‘THEY HAVE NINE LIVES’, ‘THEY WOULDN’T JUMP’, to portrait appearances of hdb buildings.

At the same time placing illustrations of literally falling cats that contrast with what the texts suggested. Breaking stereotype in an oxymoronic approach.

Additionally, we created Instagram filter that reveals final debunk that encourages people to use meshes on their window when users scan the posters. Hence, further educates the publics about how to fix this issue properly.