My social good campaign is called Defurestation. It aims to stop people from buying fur and aiding in the fur trade by appealing to an emotional and maternal instinct. The name of my campaign is a play-off of deforestation, an issue that a lot of people are passionate about.

Most campaigns that have been done against fur farming are extremely graphic. Because of this, I wanted mine to be shocking without the graphic nature. My campaign will hopefully benefit both people and animals. If it convinces people to stop buying fur, it will save millions of animals from being slaughtered for just their pelt and will benefit companies that create fake fur and leather.

For my campaign elements I wanted to keep it consistent with my target demographic: upper middle class women in cities who can afford to pay the high prices of fur and feel the pressure to always be in with the trends and fashion. Because of this, I stuck mainly to a simple serif font that says high class. The colors I used are reminiscent of a fox, imagery I also incorporated in the logo with the fox tail coming out of the “r” in fur.

I decided to play off of the maternal instincts of the women my campaign is aimed towards. Because of this, I decided to use baby animals. There are three different versions with 3 different species, all looking up at something made of fur and asking “Are you my mother?” This line comes from a children’s book by the same name about a baby bird in search of his mother. This is probably a book that the target audience has read to their kids at some point. It also includes the tag “Do you know who you are wearing?” This goes back to the fashion element of fur and a question often asked about what brand or designer a person is wearing. I decided to emphasis the word “who” to drive home the point that they are wearing something that used to be alive. The style of the ads are based off of vintage clothing ads featured in Vogue. This keeps the target demographic in mind.

I put these ads in 3 different places: a fashion magazine, inside of a shopping mall and a poster in a city. These are all places that the target audience would be most likely to see the ad.

For social media I stuck to Facebook since middle aged women mostly use Facebook over places like Instagram or Twitter. I kept the images simple but eye catching. I used the same baby animals I had used in the ads to keep the posts consistent. The tag, “Do you know who you are wearing” is repeated but I added the hint at the bottom. For the second I asked, “How many are you wearing” and in the caption included a statistic about the number of animals raised and killed each year for fur.