TBWA\Zurich and Animal Care Austria shock without typical shock images
No graphic images, but a shocking message. Through a poster campaign in Vienna and the surrounding area, TBWA\Zürich is raising awareness about animal suffering and the work of Animal Care Austria.
The non-profit animal welfare organization Animal Care Austria has been volunteering for animals since 2006 and in six countries by now. In order to make their commitment known to a larger public and to attract new donors, the agency from Zurich Seefeld offered its pro bono support in the form of a poster campaign.
TBWA\Zurich realized three motifs for the animal welfare organization that clearly and emotionally show that many animals suffer under unacceptable circumstances. And so TBWA counteracts the typical shock images of other animal welfare organizations without sacrificing impact.
"By associating the beloved stuffed animal with real animal suffering, we reach people with a clear and tough message without confronting them with bleeding animals. Nevertheless, the posters should of course encourage people to donate. That's the only way we can help the animals," says patron and co-founder of Animal Care, Carol Byers.
Responsible at Animal Care Austria: Carol Byers, Dorothea Sztopko, Marianne Prutsch. Responsible at TBWA\ Zurich: Manuel Wenzel, Tizian Walti, Angelo Sciullo, Aron Meier, Anouschka Tschudi (creation); Danijel Sljivo (consulting); Mark Nixon (photography).
