Dogfighting. Its not sport.

Problem:

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Despite being illegal for 180 years, Dogfighting is a growing issue in the UK, with a 400% increase in the last 3 years.

What started off as a problem associated with farmer-boys, dogfighting has now become a problem in major UK cities... but why? Appart from being highly lucrative to those who engage with it in a professional manner, the maximum sentence for a convicted dogfighter is only 6 months; hardly enough to discourage potential criminals from engaging with what seems like 'another sport'.

However, most sane humans know that dogfighting is sick, and cruel beyond belief. Dogs can be forced to run for up to five hours daily to build up stamina, often have their teeth sharpened with files and are taunted and starved to build up anger. To

avoid vets discovering activity, treatment is done on the sly and is unsophistocated. Dogfighting is most certainly, not a sport.

Solution:

I presented dogfighting in the same way that it is seen by those involved, as sport. A newspaper supliment with real dogfighting articles, designed to blend into UK tabloids will not only educate people about the growing issue, but shock people into action.

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A pull out poster reads initially as murder until you see at the base of the pull quote 'Sports report continues on page...'

The vast majority of people get sports news quickly online. I created fake articles and sport sections that would then send

people directly to the website, where they realise what dogfighting has become, it isn't a sport and how they can make a change.

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Once clicked, the dogfighting section will take you to here:

The visual style is continuous throughout the brand. By using yellow, the sport has a sence of optimism and looks normal, but alongside black, the visual style suggests danger. The typeface I created is an 'injured' version of Franklin Gothic, and comes in two weights: featherweight and heavyweight.