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

Your Cruelty Footprint

School book180

Client PETA

Category

Brief: PETA / Experiential

Annual ID

YO23_B025M

Description

You don’t have to bet on dog fights or keep an alligator hostage in your basement to be guilty of animal cruelty. Everyday choices like what shampoo you use and how you clean your counters can harm animals. Animals are the victims of humans’ willful ignorance and unchecked superiority complex. So we created a test to make people confront their cruelty.

Your Cruelty Footprint is an online quiz that analyzes the user’s daily choices to calculate their cruelty score.

Once users learn their score, they will be directed to ways they can lower it— a Chrome extension to flag bad choices and an Amazon storefront to curate good ones.

And to get the word out, we created a sticker that PETA supporters can use to call out cruel products on shelves near them. Plus, a print ad campaign that shines the light on retailers that continue to stock products that harm animals.

Find out Your Cruelty Footprint, and then get it in check.

2023 Awards

Total Points: 1

Student Merit

Credits

College / University

book180

Portfolio School

book180
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