Fur For Animals - Their website

The Fur for Animals website provided good resources to better understand the plight of the fur trade.

• The Fur Free Retailer programme is a policy for stores that tells consumers that they strictly do not sell clothes with real fur. This can be an aspect to promote or at least work with in the campaign. Millions of people every day enter clothing stores, having them explicitly display this tag will help get the message into the public consciousness. 
• Fur farming has been banned for over 10 years in the UK which has prevented the market from growing and subsequently lessening the appeal to buy real fur.  
• The leg hold trap is commonly used to catch the animals for the trade. This could be incorporated into the illustrations as a way to educate viewers more on the ways they trap fur, making consumers think twice before they purchase. 
• Animals killed for their fur are either trapped in the wild or reared in fur factory farms in tiny barren wire cages for a product nobody needs. This can be used to same effect as the leg hold trap.

Despite efforts to ban fur trade, “Fifteen years later the fur trade has done next to nothing to improve the conditions for the animals and their suffering continues. Our new report examines all of the recent research and its conclusion is stark: the case for banning fur farming is overwhelming.” Thus the current efforts from Fur from Animals and other organisations are inadequate against the stagnating yet operating fur trade. The lack of exposure of the trade has allowed it to still continue, away from public eye. 

This section of their website can be turned into a positive spin for the campaigns tone of voice. Instead of using a scare tactic, the campaign could help promote these animals commonly used for fur by providing educational fun facts that will help to create sympathy for the animals. Furthermore, a lighter tone of voice will allow the campaign to be shareable across more age groups. Creating too light of a tone of voice however and the campaign's message will lose meaning and not be impactful. 

Fur for Animal's website also shed light on one of the largest auctions for fur trading in the world. The Kopenhagen Fur Sale. Unlike the Fur for Animals website, the Kopenhagen Fur Sale website looks professional and corporate, which acts as a veneer against the cruelty of fur farming. It dehumanises the act which reduce the animals to labels and prices. There are no mentions of the animal's conditions on their website or how they are farmed, only the promotion of the furs quality and auction details. According to the website, Mink, caracal and chinchilla are the top animals for fur farming, therefore these are the animals to centre the campaign around. 

Another potential area to develop would be to redesign the Fur for Animals website to align itself with the campaigns look. The current solution looks dated due to its textured background which is rarely seen on today's websites, arbitrary layout of content and erratic blood splatters which can come across as unprofessional. The less professional the website looks, the less seriously the viewer is going to view the issue.