The Brief In Full

Fur For Animals 2018 Awards

Design brief

Deadline for entry: Friday, 1 June, 5pm

Judging will take place in June with winners announced on Monday 2 July.

Create online content (video or images(s)) for an on-line social media anti-fur campaign.

Details of prizes, judging, results, news FAQs, news and terms & conditions of the competition will be available at and via email, once you have registered.

To enter the competition you will need to register by completing the online form at

By entering the competition entrants agree to comply with the terms and conditions.

The Challenge

To create online content (video, image, kinetic typography) that can be used as a shareable, social anti-fur campaign for the modern era under the heading of fur For Animals. Concentrate on the creative idea and its relevance to the target audience.


The 1980s saw the launch of the high profile anti-fur consumer campaign. Lynx – now Respect for Animals – used mass media in an innovative way that challenged the idea that wearing fur was luxurious and acceptable. David Bailey’s landmark poster and cinema commercial Dumb Animals prompted the beginning of the change of fur being a status symbol to be shunned as a badge of cruelty.

Britain was on its way to being anti-fur.

But move forward 30 years and the annual carnage of animals being killed for their fur is now even greater. As a result of increased demand for fur in Russia and china, the annual death toll of innocent animals stands at a 100 million. Cruelly treated and killed for nothing more than the fur off their backs.

The target

People who wear fur or are thinking of buying fur, be it high-end, high street or as fur trim on garments (e.g on parka hoods). Your job is simple: persuade them to change their minds and to see the truth about the cruelty of the fur trade.

You can:

  • Challenge their motivation to own real fur
  • Use humour
  • Shock
  • Educate

Dumb Animals worked because most people do not wear real fur and this majority disapproved of wearing it. This dynamic can be utilised to undermine the reason why a consumer would spend money on fur.

Reasons that people buy and wear fur include: they think it is fashionable, they do not realise their purchase is real fur as opposed to fake and, crucially, they want to be seen in it.

Fur has to be seen as a badge of shame rather than a fashion statement.