Social media platforms allow people to tune out the real world. From liking a photo to swiping left on a stranger, we can hide in our virtual world, and ignore the real one.
In such a world, how can we encourage people to pay attention to the torments of the fur industry?
We went to where people were looking. Within its first year, Pokemon Go gained more users than Twitter. These users still spend more time within Pokemon Go than any other social platform.
By altering Pokemon within the app to have undergone the horrific realities of the fur industry, we encouraged users to ask themselves, "If this bothers me in a fake world, why doesn't it bother me in the real one?"
Ultimately our campaign translated the realities and torments of the fur industry to a medium that people were paying attention to, making it impossible to ignore.