The Brief

Increase the awareness of the Chinese consumers about the cruelty towards to the animals in the fur farm and call more pledges to give up fur.

Describe how the promotion developed from concept to implementation

Artistic renditions of the fur animals were created and exhibitions were held in fur wearing cities to draw the consumers' attention and exposed them to the cruel animal treatments of the China fur farm. Viewers were then asked to sign up with their Weibo account to make a pledge against buying fur and this Weibo was forwarded with their permission. Before this campaign, a PETA Weibo was forwarded 100 times on average. The target was to increase the rate by 1000%.

Describe the success of the promotion with both client and consumer including some quantifiable results

The "Fur Hurts" website has more than 137,700 page views. five mainstream TV stations, 30 digital media, covered the event and the coverage was reposted on 40 famous Chinese artists' personal sites. We have also received more than 80,000 Weibo pledges against buying fur and the Weibo pledge was forwarded over 40,000 times in the first week which was 40 times our target.

Explain why the method of promotion was most relevant to the product or service

Although there has been extensive showing of the video depicturing the cruelty against fur animals, the graphic nature of the material has been turning people away instead of attracting their attention. We want to draw the viewers with the beauty of the animal sculptures and then surprise them when they discover the animals are covered with needles instead of fur. It's an approach that gets through to people without depending on shock and awe or blood and gore.