The Humane Society International is fighting to rescue some of the 10,000+ dogs subjected to cruelty that are slaughtered and eaten every year at the Yulin festival in China. Imagery and campaigns surrounding this festival often show the horrors of the festival. Our approach was to create powerful advertising that resonated with dog owners by showing animals that reminded them of their own, using a simple visual idea to tell our story. This campaign has appealed to new audiences who want to support this issue in ways other than sharing imagery of skinned, hung or dead dogs.
