Cruelty Free Europe
It all started when...
The Challenge
September 22, 2020 marked ten years since the EU adopted tougher legislation governing animal experiments. Yet, the number of animals used for scientific purposes has only decreased an average of 2% per year, over 10 years. Cruelty Free Europe wanted to urge members of the European parliament to push for a more effective roadmap towards ending animal experiments.
The Solution
Kindvertising launched a two-month integrated campaign called #10EUChallenge (a spin on the popular #10YearChallenge trend). With a series of visual components, we invited viewers to play a game of ‘spot the difference’ between two animals. At first glance they seem identical, but the viewer soon discovers that the one on the right is 2% smaller, prompting the question: is 2% a big enough difference?
The campaign resulted in significant awareness across Europe as well as the enthusiastic participation of several Members of the European Parliament:
6.7k retweets + tweets
Over 10MM impressions
23K landing page visits
Over 300 new email leads
SOCIAL MEDIA
A series of Twitter ads led users to a landing page where they could learn more and take action.
POSTERS
Member of the European Parliament Tilly Metz poses with our posters in Brussels, Belgium.
LANDING PAGE
The landing page provides data about animal testing in Europe and prompts users to take action.
EUROPEAN DAY FOR HUMANE SCIENCE
On September 22, the campaign culminated in the creation of the first ever European Day for Humane Science. We designed the event identity and announced a tweetstorm. We gathered over 4.3K tweets and 8MM impressions. Participation included influencers, Members of the European Parliament, and relevant organizations.
From The Client
“Delighted to work with the Kindvertising team who have a great mix of creativity and technical skills combined with a commitment to make the world better for animals.”
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