Animal cruelty still runs rampant throughout much of the world. Animals have no right to a good life and fair treatment. People keep farm animals from birth to death in poor conditions. Wild animals are locked up in cages in zoos, where they have nowhere to run from the crowd of onlookers. At a young age, with the help of pain and hunger, trainers break the psyche of wild animals in circuses. Cat and dog owners abandon their pets in the streets which equals their imminent death. Factory farming operations, animal testing facilities, and similar businesses continue torturing animals for the benefit of people, although in most cases, thanks to modern technologies, this is no longer necessary.
Why are we so reckless and careless about the lives of others? People have forgotten that every life is a gift. We want our audience to see beauty in every form of life and to value it. The root of this problem goes deeper than simply finding a new home for abandoned pets or the lack of a ban on cruelty to wild animals. These problems would begin to be solved faster or simply cease to arise if the main problem was solved — to achieve a change in the attitude of society towards animals.
We have analyzed some of existing animal welfare campaigns. Most of them focus on guilt and violent images. We would like to satisfy the following requirements:
Not to make others feel guilty through violent images.
To spread positive vibes with a humor.
To show the beauty of life as well as the characters of animals.
To create a positive emotional connection.
Our idea is for a person to change his attitude towards animals in all areas and learn to see beauty in every form of life and to value it. Therefore, we use the slogan «Every life is beautiful» both as the name of the campaign and as a logo.
This project has been done at 6th Semester 2020/2021 in the subject «The Identity of Protest» under the supervision of Prof. Sven Vogel at the HAW Hamburg, Faculty DMI, Department Design. Group work HAW Hamburg. Idea und design from Kateryna Panova, Daria Sokolova, Finja Eulzer.
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