The idea for the social campaign is to stop the badger cull from being rolled out across the country especially without the results from the initial pilot studies, which is the intention. The 1992 Badger Act protects badgers, which can’t be killed without a license. With initial granting of license the government intends to grant licenses across the country under pressure from farmers over bovine TB. The campaign favours the vaccination of badgers, a more effective alternative. This campaign is in line with humane treatment and animal cruelty free products at the heart of the Body Shop ethos and offers positive social and environmental change, rather than the cull. The campaign is pioneering in raising funds towards vaccination and forward thinking in that this will help save the badger community and also be effective against bovine TB.

The visual language for the badger campaign, in part, caries across to the product advertisements in the copy we read. The product advertisements continue the theme by starting with the copy ‘Roll on . . .’. 

The message ‘roll on’ endorses the use of product it says, if you use lots of this product it will give you some benefit. This in turn builds trust in the product and the brand.