How do you get people to pay attention to a critical human issue? Apparently, you make them think you’re talking about animals. The Season for Nonviolence was a 64-day national campaign designed to spread a message of peace during the 50th and 30th memorial anniversaries of Mahatma Gandhi and Dr. Martin Luther King, Jr. When the project first began, the creative team at JAY Worldwide (Rochester, New York) was astonished by research that showed that people are more passionate about animal rights than most other causes. They decided to use a healthy dose of animal activism language to get their message across. The campaign included TV, radio, digital, social, print, theater and T-shirts and the result was head-turning. The misdirected TV and outdoor executions reminded people about social injustices committed against people—not animals.

Communication Arts

// From our friends at Communication Arts

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