WORLD ANIMAL PROTECTION AUSTRALIA: HELPING END DOLPHIN SUFFERING IN CAPTIVITY
World Animal Protection is a global organisation working towards a world where animals live free from cruelty and suffering. It wants to make this the last generation of dolphins suffering in captivity in Australia for entertainment, by asking the QLD government for a ban of captive breeding of dolphins in the state, end dolphin shows and close encounters, and ensure regulated and appropriate care for these beautiful animals.
MEK was engaged to develop a fresh, original campaign to raise awareness and generate controversy about the suffering of dolphins in captivity, and to call on the QLD government to ban the inhumane dolphin breeding program and live shows at SeaWorld. We created the campaign identity, naming, messaging and creative direction for the organisation’s in-house team to develop into digital assets.
SCOPE OF WORK
Campaign Identity
Campaign Naming
Campaign Messaging
Creative Direction
Campaign Identity
Campaign Naming
Campaign Messaging
Creative Direction
UN SUSTAINABLE DEVELOPMENT GOALS
PHOTOGRAPHY
World Animal Protection Australia
World Animal Protection Australia
The foundation of the campaign was driven by empathy and emotion to highlight the misery of dolphins in captivity, using their physical form and depressive environment as the foundation for the concept, conveyed through a unique, sombre visual language that shows the reality of the suffering of these exploited individuals.
The wordmark is a visual differentiator mimicking the listlessness of captive dolphins and the shape of water, communicating the campaign’s message through powerful typography.
The colour system represents the unnatural waters and environment captive dolphins are forced to live in at SeaWorld, serving as a direct contrast to the bright vibrant blue hues of their natural habitat in the ocean in order to further emphasise the message of misery in captivity.
CAMPAIGN NAME:
MISERY IN CAPTIVITY
MISERY IN CAPTIVITY appeals to people’s empathy and conveys
what we want them to know about the experience of
dolphins in captivity. It’s catchy, succinct, challenges beliefs, leaves
no room for ambiguity, and can be used in
outdoor activation activities such as protest signs and chants.
CAMPAIGN TAGLINE:
HELP END DOLPHIN SUFFERING
HELP END DOLPHIN SUFFERING invites people to get involved and through
accessible language lets them know they have the power to help.
This in turn gives them confidence which leads to them spreading
the word and educating others.
CAMPAIGN CALL TO ACTION: SIGN THE PETITION
SIGN THE PETITION is a specific low risk action that anyone can take. In less than a minute people can contribute to change with a single click or tap. It makes them feel good and part of something bigger, so they’re more likely to share the petition on social media and encourage their friends and family to do the same.
CAMPAIGN VERBAL IDENTITY: UNTIL EVERY TANK IS EMPTY
UNTIL EVERY TANK IS EMPTY is a play on Animal Liberation Front’s iconic slogan, Until Every Cage is Empty. We used ‘tank’ to demonstrate that marine animals are no different to land animals. All animals feel pain and suffering.
CAMPAIGN HASHTAGS
#MiseryInCaptivity
#UntilEveryTankIsEmpty
#HelpEndDolphinSuffering
#UntilEveryTankIsEmpty
#HelpEndDolphinSuffering
Misery in Captivity has been the organisation’s best performing campaign since 2016, with a record number of signatories to its petition and a CTR of 5.5%.
SIGN THE PETITION
