Brand Problem: Speciesism, a human-supremist world view that plagues our society first entered our lives when we were introduced to the concept as young children. We were given information with the existing world biases against animals and therefore our relation with them has become that of the dominant and submissive.

Audience Insight: Children are easier to mould at a young age as it allows information and schemas to be created subconsciously. We believe to create change there needs to be a shift in the belief system of a whole new generation to establish equality towards animals among future adults. 

Target Audience: Parents of children aged 5-8 years

Brand Strategy: Passionate curiosity, Compassionate connections.
Children have the tendency to ask questions about anything they witness. Our job as experienced adults is to guide them to the right questions through which they question our existing societal norms and see animals as equally intelligent, and hence unexploitable.

Big Idea:
Our aim: To end speciesism from the future and build empathy through practice. We are guiding curiosity towards answers of equality for animals for the future generation.

Creative Strategy: Today’s curiosity is tomorrow’s solution
We are hoping that today’s empathy translates into tomorrow’s equality. Our children’s tiny questions lead to the big answers of our society’s problems. They will be brought up with a mindset that weighs animals as equal to humans, developing feelings of respect, care, love, empathy and mutual connection.

Creative Execution:
Curious Connections: A 3-book series of learning aids which teach the 3 basic skills that are important for a child’s development i.e. Linguistic Skills, Creative Skills & Cognitive Skills. Using existing syllabus to inculcate ideas of equality alongside structured curriculum learning with activities that allow empathy to be built subconsciously. Supported by print, ambient, and social media.

Outcome:
To change a child’s mindset by