#NOTFURSALE A GLOBAL ANTI-FUR CAMPAIGN PROPOSAL BY CHARLOTTE LOASBY
CONTENTS 02. Background 04. The Concept / 06. Ideas / 08. Communication /
‘RESPECT FOR ANIMALS CAMPAIGNS AGAINST THE CRUEL AND UNNECESSARY INTERNATIONAL FUR TRADE, BELIEVING FUR FARMING AND TRAPPING TO BE MORALLY INDEFENSIBLE.’ (RESPECT FOR ANIMALS, 2016) THE FUR OBTAINED AS A RESULT OF ANIMAL CRUELTY IS OFTEN USED IN FASHION AND HENCE SOLD TO THE PUBLIC AND WORN. THIS ACT CONDONES THE CRUELTY OF ANIMALS AND SHOULD BE TACKLED. FUR IS SOMETIMES WORN FOR ITS PRACTICAL QUALITIES AS WELL AS THE WAY IT LOOKS, WITH LABELS SUCH AS GUCCI AND DIOR STILL USING FUR IN THEIR COLLECTIONS. HOWEVER, MANY LABELS HAVE PLEDGED TO ABOLISH FUR FROM THEIR DESIGNS. STELLA MCCARTNEY, TOMMY HILFIGER AND ARMANI ARE BUT A FEW WHO ARE INVOLVED IN THIS MOVEMENT. THE PROPOSED NOT FUR SALE CAMPAIGN PLAYS ON WORDS TO PROMOTE THE NOTION THAT FUR SHOULD NOT BE USED IN FASHION AND HENCE NOT SOLD. THERE ARE MANY ALTERNATIVES TO FUR SUCH AS PRIMALOFT FOR ITS WARMTH AND FAUX FUR FOR ITS LOOKS. FASHION AND PRACTICALITY CAN BE ACHIEVED THROUGH FUR ALTERNATIVES.
02.
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BACKGROUND
04.
THE NOT FUR SALE CONCEPT IS VERY STRAIGHTFORWARD. THE IDEA AROSE WHEN BRAINSTORMING TAG-LINES FOR A POTENTIAL SOCIAL MEDIA CAMPAIGN. I BEGAN BY EXPLORING WORDS THAT CONTAINED THE WORD ‘FUR’ AND SELECTING THE ONES WITH NEGATIVE CONNOTATIONS SUCH AS ‘INFURIATING’ AND ‘FURIOUS’. ALTHOUGH RELEVANT, THESE WORDS DIDN’T HAVE ENOUGH DEPTH TO STAND ON THEIR OWN, SO I DECIDED TO COME UP WITH A PHRASE. IT BECAME APPARENT THAT ‘FUR’ IN FACT SOUNDS LIKE THE WORD ‘FOR’. ON THE BACK OF THIS REALISATION I CAME UP WITH ‘ANIMAL CRUELTY: NOT FUR LONG’, WHICH ANTICIPATES THAT THE FUR TRADE WILL SOON COME TO AN END, AND ‘NOT FUR SALE’, PETITIONING THAT REAL FUR SHOULD NOT BE SOLD ON THE BASIS THAT IF FUR IS NOT SOLD, THERE WOULD BE NO REASON TO PRODUCE IT. THE AIM IS NOT TO SHOCK PEOPLE WITH IMAGES OF ANIMAL CRUELTY OR EXPOSE WHY FUR IS BAD AS PEOPLE ALREADY KNOW THE IMPLICATIONS. THE AIM IS TO DISCOURAGE FUR IN FASHION, AND PROMOTE ALTERNATIVES.
#NOTFURSALE
06. IDEAS
FUR
FOR/FUR INFURIATING FURY FURIOUS FURTHER
ANIMAL CRUELTY: NOT FUR LONG CAMPAIGN FURTHER NOT FUR SALE
OMMUNICATIO
07.
CROWD-SOURCING IS A CHEAP AND EFFECTIVE MARKETING TECHNIQUE, AND CAMPAIGN EXPOSURE CAN BE ACHIEVED EASILY THROUGH SOCIAL MEDIA IF YOUR CAMPAIGN’S MESSAGE IS RELATABLE ENOUGH. MY CAMPAIGN ENCOURAGES FAUX FUR AS OPPOSED TO REAL FUR, THEREFORE THE NOT FUR SALE HASH-TAG WILL ACCOMPANY THE INSTAGRAM POSTS AND TWEETS OF THOSE CAMPAIGNERS WHO WANT TO ENDORSE FAUX FUR AS A REAL FUR ALTERNATIVE. THE CAMPAIGN VISUALS WILL HEAVILY RELY ON BLOGGERS WHO WILL POST THEIR FAUX FUR OUTFITS. WELL-KNOWN FASHION BRANDS COULD ALSO UTILISE THE HASH-TAG TO PROMOTE THEIR FAUX FUR GOODS. THE CAMPAIGN WOULD RUN IN THE AUTUMN, TARGETING THE MOST APPROPRIATE SEASON.
[CAMPAIGN ILLUSTRATION]
#NOTFURSALE CHOOSE FAUX