Cannes Lions

ANIMAL WELFARE ORGANISATION

SPRINGER & JACOBY, Hamburg / IFAW - INTERNATIONAL FUND FOR ANIMAL WELFARE / 2007

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Overview

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Credits

OVERVIEW

Execution

The motif shows a seal hunter who is brutally clubbing an innocent seal. You’d prefer to look away. But instead of relieving your gaze with another more harmless motif, the cruel picture appears again and again. The headline sums up the message of the repetition: “It won't change if we don't take action. www.ifaw.org”.

Outcome

The rotating backlit poster campaign has reached, moved and activated people. IFAW received numerous moved letters. The click rates on the IFAW homepage increased during the publication period by 23 percent. The donations received increased by 34 percent!

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