As humans, we allocate value and worth to things. This often leads to certain lives being seen to matter more than others. The purpose of this campaign was to dive deeper into the public's responses to emotional stories, should it matter less if those stories belong to animals in need of being adopted?

Display media- text and image street posters side by side with a peel off layer over the image encouraging viewers to lift the layer in order to see the "person behind the story.