Young Ones Student Awards

The Young Ones competition is one of the most acclaimed advertising, interactive and design student competitions. It has a tradition of excellence dating back to 1986.

2023 Young Ones - Young Ones One Show

Save our Friends

School Berghs School of Communication / Stockholm

Client PETA


Brief: PETA / Digital, Online & Mobile

Annual ID




Solely constructed and used by us, the internet gives an unfiltered reflection on how humans see the world. For some species, this means that the very name we gave them means meat.

A quarter of inner city children have never seen a cow, a sheep, or come face to face with a chicken, and studies show that people feel more empathy with animals that they are familiar with. But if you search for chicken, scallop or salmon online, the animals are nowhere to be found. Sadly, only food shows up.

This digital only campaign aims to change that, by saving animals – to pinterest boards.

Combining horror and cuteness we give animals a chance to convey a simple yet urgent message from someone who just realized that they are surrounded by their dead friends:


By saving animal pictures to boards we can bring more living friends into the feed, and move actual animals ahead of their food counterparts in search rankings. Focusing firstly on those in the most vulnerable situation; chicken and sea life, the webpage also provides images of more animals in need of saving from the algorithms.

Saving both animals, humans and pinterest from the speciesism that surrounds us.

2023 Awards

Total Points: 1

Student Merit



Erik Gomér

College / University

Berghs School of Communication / Stockholm
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