For the Humber Tails campaign, I focused on the encouragement and importance of adopting shelter animals. I directed the campaign towards the adoption side of the charity instead of promoting donations, as rehoming these animals is their number one goal.
Choosing to adopt animals from a shelter instead of buying them plays a crucial part in encouraging animal well-being and assisting in responsible pet ownership. Another point towards adoptions is that animal shelters sometimes get overpopulated with animals in need, which sadly causes some of these animals to be put down, adopting prevents this. Creating an adoption campaign emphasises the joy and fulfilment that come from adopting a desperate animal waiting for a home.
Adopting instead of buying pets also combats any unethical practices involving animals like illegal breeding and more. Encouraging positive treatment towards pets, treating them like family and not profit.
I picked the phrase “Adopt A Tail” for the campaign as it’s straight to the point and links into the Humber Tails name. It’s a short and snappy slogan that the audience will remember and share with others. Linking the phrase to the charity name is important to promote the non-profit organisation and allows it to get that charity recognition.
For the design of the Adopt a Tail campaign posters I went for an impactful message whilst being light-hearted to follow the new rebrand’s tone of voice.
Using a mix of primary and secondary colours of the Humber Tails charity to make sure they are recognised. The bold palette captures the attention of the audience and conveys a friendly, inviting quality to the posters. The use of pink for the cat poster and blue for the dog poster was done intentionally to help the viewers distinguish easily between the animals whilst maintaining visual cohesion.
I incorporated the phrases “ADOPT A TAIL” and “WAITING FOR LOVE” because they are short, impactful and easy to read for the audience. These calls to action evoke an emotional response as it pulls on their heartstrings, whilst encouraging them to adopt.
I cut out close-up photographs of animals I took from Upslpash to add that emotional connection to the animals that are in need. Their facial expressions and big eyes evoke compassion and empathy from the audience.
At the bottom of each poster, I included the charity’s secondary logo and its website URL. This is so the charity gets their recognition and promotes their websites where viewers can go and adopt animals.
These posters can be used on their social media but also on the street as billboards or plastered on bus stops. This is to ensure it is promoted as much as possible to a widespread audience.
The campaign products include T-shirts and tote bags with the #Adopt a tail phrase on them. Fabricating campaign products is important to promote the cause further and allows those who support it to invest in a product they can then show off to others. This will branch out to more people, spreading the campaign.
Refrences
Images (Upslapsh)
Caleb Fisher (2015) Goldern retriever dog*.https://unsplash.com/photos/selective-focus-photography-of-golden-labrador-retriever-pgUbpDLJh3E [01/01/2025].
Marco Biondi (2020) Staring cat*.https://unsplash.com/photos/a-cat-sitting-on-top-of-a-table-next-to-a-plant-0apwACX-W2Y [01/01/2025].
Victor G (2019) Jack Russell terrier*.https://unsplash.com/photos/black-and-white-short-coated-dog-N04FIfHhv_k [01/01/2025].
Zane Lee (2019) No Title*.https://unsplash.com/photos/brown-tabby-cat-on-wooden-beam-VvTVkc_p-eg [01/01/2025].
Mockups (Behance/Mockup-designs/Unblast)
Behance (2024) Free Four street ad/bus stop Photoshop mockups*. https://www.behance.net/gallery/193985263/FREE-Four-street-adbus-stop-Photoshop-mockups [04/01/2025].
Mockups-designs (Undated) Simple sunny billboard mockup*. https://mockups-design.com/simple-sunny-billboard-mockup/ [04/01/2025]
Unblast (Undated) Poster billboard mockup*.https://unblast.com/poster-billboard-mockup// [04/01/2025].
Mockups Design (Undated) Tote bag mockup*.https://mockups-design.com/tote-bag-mockup/ [04/01/2025].
Mockups Design (Undated) Flat t-shirt mockup*.https://mockups-design.com/flat-t-shirt-mockup/ [04/01/2025].