#ADOPTAUNAHISTORIA (ADOPT A STORY) GRAPHIC CAMPAIGN / 2016 / END OF STUDIES PROJECT
According to data from the Affinity Foundation, about 140.000 animals are abandoned each year in Spain. Beyond justifications like animal bad behavior or economic problems, we believe that the main problem is that animals are seen as objects or tools (for example, as gifts or for hunting).
This campaign for the Valle Colino Adoption Centre aims to reverse this situation, changing the concept that pets are tools and promoting a relationship of friendship between person and animal.
We carried out an extensive first phase of research in order to understand the origin of the problem. With this information, we define the key concepts on which the campaign will be based, as well as the general tone: a friendly, empathetic and humorous tone present throughout the project.
Then, we developed the claim, #Adoptaunahistoria (Adopt a story), the conceptual center of the project and key piece of the campaign. With this claim we have in one sentence everything we want to transmit with the campaign: friendship, fellowship, empathy, reciprocity.