"PROCEED2PETA"
Integrated Campaign
2023 Young One's Awards Short Listed
How can we make society stop using leather for fashion?
Just show people how they're contributing to their future death because they can't figure out how to style a pair of shoes.
CASE STUDY
STEP 1:
SHOW THEM THE RECEIPTS.
STEP 2:
MAKE IT EASY FOR THEM TO SEE THE FACTS.
Humans are good souls; we're just lazy. We teamed up with the Good on You app to create a website extension for people to see the true cost of their leather goods at the time of purchase.
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STEP 3:
"WHAT'S IN IT FOR US?"
Our true task: Show people why they should do this.
If tax incentives exist for installing solar panels and buying EVs, why shouldn't they exist for ethical shopping habits?
NEXT TIME YOU'RE ABOUT TO HIT PROCEED TO CHECKOUT, PROCEED 2 PETA FIRST
TALENTS
Art Directors: Valeria Quintero & Isabella Sironi
Copywriter: Camila Romero