The Campaign — Choose Cruelty Free Essay Example

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8The Campaign — Choose Cruelty Free

The Campaign — Choose Cruelty Free

The Campaign — Choose Cruelty Free

1. Identifying the problems/issues the campaign aims to address.

In recent years, tested on animals has become a worldwide issue and the public is becoming more aware and more vocal about animal welfare issues. Choose Cruelty Free (CCF) is an Australia non-profit organization, which produces the CCF List and actively campaigns against animal testing of cosmetics, toiletries and other household products (CCF, n.d.). The organization is aimed to encourage manufacturers and service providers to be cruelty – free, survey companies who claim they are selling products that have not tested on animals and make people aware of animal welfare issues. CCF has carried few campaigns, and the Anti-fur campaign has been selected to be analyzed
in terms of its campaign objectives, planning, design, and outcomes. The organization has run this as an ongoing campaign in every winter.

Despite the wealth of alternatives, most fashion designers are using real fur for their collection as they turn their backs of the shocks and suffering experienced by the animals. Animals within the fur farms might not cope with life within the barren metal cages with most of them exhibiting abnormal behaviours. Animal Defenders International (ADI) undertook a research that revealed some shocking reality of the industry and launched a “Fur Stop” campaign, which has the support of many celebrities. Most of the designers within the fashion industry have opted to close their eyes and hearts on the truth behind the production of fur (Born Free USA, 2016). It is no longer acceptable to ignore the suffering undergone by animals; thus, the designers have to take responsibility of the manner in which they produce fur. Moreover, the customers of the designers using fur would be appalled in discovering the cruelly on animals from which the fur is retrieved. In the European Union (EU), animal testing of the cosmetics is banned with the animal rights groups considered as appalled or the policy makers.

2. Defining the campaign goals/objectives

A good campaign will have a clear objective and be specific, which is easier for long term planning and execution of a campaign. The campaign main goal is to raise the awareness of against the public and the Australian Retailers wearing and selling fur-related products. The following objectives support the goal:

1. To encourage retailers to join the Animals Australia Fur-Free Shopping List

2. To encourage people to report Australian fur retailers to the organization

3. To encourage people to donate fur items

4. To encourage people to share photos of their anti-fur experiences

The objectives are achievable and measurable, and the campaign has a clear message for the organization to communicate, which is to against the fur coats, trim, and accessories to be stocked and sold by Australian retailers, instead, supporting the cruelty-free alternatives.

With several attractive and sensible alternatives available within the market, using fur for simply unnecessary. Besides, even purchasing the tiniest bit of the fur trim tends to support the cruel industrial activity. Annually, more than 50 millions animals are killed violently to obtain the fur while others fall victims of traps and other spending their entire lives in grim conditions before the slaughter. With the assistance of the compassionate consumers, the campaign could work towards ending the senseless suffering of the animals within the fur industry. Since there is no market or industry that can realize profit without the availability of the customers, the campaign focused on the efforts of fighting fur through education of the consumers (Romero & Diana, 2013, 112). The education and raising awareness involves letting the consumers know that the manner in which they spend their money makes difference in the lives of the animals.

3. How did the campaign establish credibility as an activist?

For the successful of this campaign, establishing creditability with the public is seen to be even more important as a non-profit organization. CCF has claimed itself as an independent, non-profit organization, which is not owned or controlled by any of the companies whose products appear on the CCF List and do not have any financial interest in any accredited cruelty-free company (CCF, n.d). The fact that the organization is solely relied on the support from the fund by supporters and through fundraising events has gained the public’s trust.

Moreover, the organization’s strong stands of its goal and the active interaction with its public has developed a good relationship between them and the public. In addition, the organization has more than 60 celebrity supporters, such as Suzie Wilks, an Australian TV lifestyle presenter and host of TV shows, Hugh Jackman, an Australian actor, singer and producer and Merril Bainbridge, an Australian pop music singer and songwriter. The impact of celebrity endorsement is huge on the brand’s image and consumers’ behavioural intentions. According to the study of Wei and Wu (2013), it has shown that people respond favourably to endorsement if the endorsers are attractive and desirable and it can lead to a change in attitude and behaviour since they are persuasive, i.e. support the ban on the sale and distribution of cosmetics products tested on animals.

To ensure the achievement of the required objectives, the campaign provided valuable educational materials on the methods to see through the fur industry. Moreover, the campaign focused on the associated marketing ploys, mechanism of determining the real or faux, and ways of effectively speaking out against fur trade, and ways of gently educating the others. The achievement of the results depends on corporation with other institutions and personalities (McVeigh, 2014). Partnering with international coalitions plays vital role in getting the message out to the countless number of consumers across the globe that compassion is the style. As a result, informed consumers would choose the compassion for animals against fur. In addition, many markets are embracing ethical consumerism as the ideology especially the products not tested on the animals. With such measures in place, the industry will experience measurable success.

4. Campaign strategy

This campaign has approached its target audiences across social, retail and print. The organization has utilized mainly their official website and social media to seek to generate more supports on their campaign. It posted once on Facebook to announce the launch of the campaign, and it has also posted an article called ‘Fur: Australian Retailers’ on its official website. In print, it created a CCF anti-fur brochure and encourages people to download/print and shares with retailers, friends, and colleagues. The organization also encourages the public to share the anti-fur brochure with the retailers.

There have been increased demand for fur-made clothes; however, such activities violate the right of animals. Therefore, the campaign strategy needs to focus not only on the consumers but also on the manufacturers. With the rising use of technology and especially the social platforms, the campaign strategy would penetrate various market niches to ensure coverage of wider market scope. In addition, since some of the consumers often believe the adverts from renowned celebrities, the campaign strategy sought the assistance of such celebrities in a bid to assist cover wider scope. To reach many people, the strategy also used designed billboards placed on strategic places. Australian retailers continue to stock and sell fur coats, trim, and accessories. With several cruelty-free alternatives available within the market, the reason behind the support of the cruel inherent industry remains a mystery (Plannthin, 2016, 62). However, with commitment and knowledge of the consumers, caring consumers provide the organization with photos and contacts details of Australian fur retailers. In addition, the strategy also involved writing to the retailers, providing information on fur trade, encouraging the stores to discontinue selling the fur products.


Items made from fur are many considering the comfort presented by such items. Moreover, the items made from fur have warmth especially during winter season, which makes their demand high. Therefore, the campaign targeted consumers seeking the comfort of these items and the fashion companies designing the items using fur. In order to influence the perception of the consumers positively, it is vital to ensure that these consumers feel that the issue at hand greatly affect them as well. In most cases, removing the product greatly used by the consumers in the market especially those with ethical issues considering that most people do not see the significance of animals in their lives. Animals are equally important and undergo through suffering and painful ordeals when exposed to activities removing their furs. It is vital that the target understand it from such point and act in a manner that protects the animals. In addition, the campaign also needs to target the major players within the industry including the fashion designers. Fashions industry is becoming highly attractive for the investors, which even add more problems to the issues in question. As a result, the campaign also needs to focus on such new entrants and encourage the use of alternative raw materials. The emotional attachment presented to the target involves understanding that several human activities undertaken to get the fur greatly affect the animals used for furs. Besides, there are alternatives that people could focus on.

6.Campaign outcomes

Even though the organization has a strong stands on what it believes, however, it fails to approach and promote their beliefs to the audiences. They did not utilize their strength as a non-profit organization with more than 40,000 likes and a 4.9 star rating on their Facebook page (Facebook, 2016). The article called ‘Fur: Australian Retailers’ that they have posted on its official website has received 584 sharing, however, the post regards to the launch of the campaign has only received 67 likes and 32 shares with one comment. While the goals and objectives are clear, but the strategies they used are not powerful enough. The strategies they utilized are not engaging and creative enough to persuade the public to participate and join. Despite the challenges experienced in the implementation of the campaign towards reversing the use of fur in manufacturing various items, the outcomes realized did not reflect the efforts placed (Scarpi, 2006, 19). The used strategy should have penetrated through the various market segments in a bid to reach many consumers of fur products. In conclusion, the campaign does not recognize as a successful campaign.


Born Free USA. (2016). Campaigns and Programs — Fighting Against Fur. Retrieved October 4, 2016, from

CCF. (2014). Fur: Animals for Fashion. Retrieved October 4, 2016, from

CCF. (n.d.). About CCF. Retrieved October 4, 2016, from

— Timeline. Retrieved October 4, 2016, from FreeFacebook. (2016, May 23). Choose

McVeigh, T. (2014, March 1). Animal rights campaigners protest as fur comes back into fashion | Fashion | The Guardian. Retrieved October 4, 2016, from

(2), 49-122. 3, Green FashionPlannthin, D. (2016). Animal Ethics and Welfare in the Fashion and Lifestyle Industries.

. Universidad de Alicante. Centro de Estudios sobre la Mujer. “Savage Beauty”: representations of women as animals in PETA’s campaigns and Alexander McQueen’s fashion showsRomero, V., & Diana, J. (2013).

(1), 7-24. 10, Journal of Fashion Marketing and Management: An International JournalScarpi, D. (2006). Fashion stores between fun and usefulness.