For the voiceover, we chose a soft female voice. This evokes empathy from the audience, allowing the campaign to be taken more personally and be more willing to connect with. With the captions now removed, the animation is able to communicate fully.
As a whole our video demonstrates the aims we outlined in setting out this campaign
- the paper cut illustrations avoid the stereotypical high impact photography art direction of these kinds of campaigns
- the illustrative style appeals to the younger audience as it is more effective to teach younger people who are less stubborn
- the short length of the video is catered towards user attention spans on screen
- the language used is concise and impactful to communicate what is necessary to get people behind the campaign
Taking the concept further
Due to the artistic style of the video, Georgina was able to take the illustrations further into products like t-shirts, tote bags and pencil cases. This extending the campaign's reach and validating it as a movement. Applying it to fashion items for example is appropriate given its large influence within the fashion industry. Sales of the products can help support the charity to spread the word. To help maintain the campaign's exposure, Fur For Animals emojis can be made to help solidify and create an engaging online campaign. Users can download the pack for a small fee and proceeds will help the charity.
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