WSPA

Each year, millions of farm animals endure cramped, dirty conditions, rough handling, hunger and thirst as they are transported live across the world. Many die before they reach their destination.

The challenge

It’s a global problem. So a global coalition of animal welfare organizations was needed, led by WSPA, the World Society for the Protection of Animals. They asked the Good Agency to produce a communications strategy and campaign identity that would inspire people across the world to take part.

Our main role was to bring the campaign together with one single-minded big idea. We were in fact creating a new brand which needed to be powerful and bold, believable, relevant and now. Above all it had to inspire people to join the cause.

The strategy

The heart represents the living cargo, as well as symbolising care, respect and compassion. It’s contained in a box – a simple representation of the animals being enclosed and transported. Simple, translatable, emotional and positive.

As well as the overall identity we produced posters, press and banners ads, a viral campaign, car stickers and t-shirts.

The campaign ran throughout 2008 to lobby governments and individuals.