Esca Campaign by levancey

Think Before You Mink. PROCESS BOOK

ESCA | Think Before You Mink.

Index Research Case Studies......................................................................................................... 2 Surveys................................................................................................................. 8

Identity Logo.................................................................................................................... 10 Business Cards................................................................................................... 13 Letterhead and Envelope.................................................................................. 14

Editorials.......................................................................................................... 16 Photographs....................................................................................................... 24

Campaign Brochure............................................................................................................. 26 Door Hanger....................................................................................................... 27 Shopping Bag.................................................................................................... 28 Billboard............................................................................................................. 30 Campaign Poster............................................................................................... 32 Sidewalk Decal................................................................................................... 34 Zig Zag Poster.................................................................................................... 36 Website............................................................................................................... 38

Case Studies

ESCA | Think Before You Mink.

Case Studies Vancey Le

Fur in Fashion | Case Study One

THE

“FUR-FREE”

(Faux-Fur)

CAMPAIGN

"Fur-Free : The Humane Society of the United States." Thehumansociety.org. The Humane Society of the United States, n.d. Web. 7 July 2013. <http://www.humanesociety.org/issues/campaigns/fur_free/>.

The Humane Society’s “fur-free” campaign has been an ongoing campaign that concentrates on building general awareness of the fur industry. The Humane Society also allows action for people on their website to take further action and volunteer in spreading information. The goal of the campaign is to be “ending cruelty and killing for fur—in favor of compassion in fashion”. Humane Society campaigns are less controversial as PETA’s because they lean on trying to change legislation and laws within the fur industry. The campaign offers a wide range of information regarding the issue such as defining the difference

between faux and real fur, tracking the legislation on the fur trade, and updating news on recent issues from press releases. The Human Society’s campaign is passive at times but they do have some videos of them doing more aggressive work against fur distributors. In an undercover video, people from the campaign go and investigate unlabeled fur that has been made into clothing. In the investigation, they uncover that many clothing departments break laws that require them to label the type of fur they use on clothing. Support for the campaign has grown as retail-

ers join in on the fur-free list such as Banana Republic, Ralph Lauren, and Wet Seal. The list consists of hundreds of companies that have pledged to use fur-free policies. Celebrity Woody Harrelson has joined the campaign as well to bring more attention to the ethical treatment to the animals. The Human Society has even teamed up with art schools to hold competitions and workshops to promote design of faux-fur fashion. Schools such as Otis College of Art and Design as well as the Art Institute of California participate in creating alternative clothing that doesn’t utilize in the skin of animals.

MANDY CHEW VANCEY LE

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Mandy Chew & Vancey Le

Fur in Fashion| Case Study Two

THE “INK NOT MINK” CAMPAIGN

While the Humane Society is the good-cop in the anti-fur campaigns, PETA is more of the bad-cop who aggressively exploits the weaknesses of its victims. This “ink not mink” campaign centers on gathering famous people with tattoos and getting them to use their fame to persuade people to not wear mink on their tattoo cover sleeves. This campaign works on a level of social media in videos and popular news. It mainly glorifies the people that have come to support the action of not wearing fur and can still be fashionable with their beautiful tattoos.

The whole campaign makes a series of poster ads of various famous people, men and women, to bare their skin to show their commitment to not wearing fur. Of course it is not PETA without some protesting for the campaign so model Dani Logosi went out with only flesh-colored underwear and walked around with an “ink not mink” sign in the public to turn some heads and spark some curiosity. PETA works on a lot of shock factor in their campaigns and from that they gather external media support for the issue as well as promoting it them-

selves. Even though the campaign gathers celebrities for the campaign, it does more than just plug famous names in the ads. Beyond just visuals, PETA documents testimonials and uses that to show the reason to keep your wardrobe fur-free. The spawn of social media has played a major role in this campaign by letting the issue become a trend that celebrities can do to improve the image their tattoos are associated with while also bring awareness to animal rights issue. It brings two communities and lets them help each other in a win-win situation.

"Star's Strip for PETA's "ink Not Mink" Campaign." PETA.com. PETA, n.d. Web. 7 July 2013. <http://www.peta.org/features/ink-not-mink-psas.aspx>.

MANDY CHEW VANCEY LE

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ESCA | Think Before You Mink. Fur in Fashion | Case Study Three

THE “FUR-FREE RETAILER” PROGRAM

"Fur Free Retailer Program." Furfreeratailer.com. Fur Free Alliance, n.d. Web. 7 July 2013. <http://www.furfreeretailer.com/index.php>.

The “fur-free retailer” program from the fur-free alliance is more of an organization than a campaign that has ongoing activity in updating 8,000+ facebook followers on the battle to eliminate cruelty to animals in the fur trade. This organization is more global and universal than the campaigns because it represents the commitment any retailer makes to sell clothes that are fur-free. By using an international approach, the organization can fight more against the fur-trade network rather than focusing in North America or a non-European country. Fur trade is mainly in

Europe so by messaging a wide audience with multiple languages, the message can have a direct effect on the humane treatment of fur animals. This organizations has much stricter criteria to the retailers they allow on their list. While the Humane Society has hundreds of supporters for fur-free clothing, this “fur-free” retailer program makes the retailer act out a commitment to not put fur in their clothing at all. This seal of approval can make a retailer stand out over its competitors and can even induce more profits. This is just another example of two teams working together to fulfill their objectives.

As well as raising awareness to the issue, this organization calls to action through the facebook followers on ways they can take action. The organization incorporates design competitions and contacts to get more information. Being mainly an online organization, the message can out more easily and globally than a billboard or poster. By creating a identity that retailers can stand behind, this program gradually shows fur as being a trend slowly going out of style. This program provides the context that the anti0fur issue is a global problem that can’t be solved by one country.

MANDY CHEW VANCEY LE

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Mandy Chew & Vancey Le

About PETA:

PETA’s “Rather Go Naked Than Wear Fur”: The “Rather Go Naked Than Wear Fur” campaign was launched in 1991 with the help of The Go-Go’s, a popular rock band. This campaign serves to raise awareness about the cruelties animals experience for their fur; animals are trapped, drowned, beaten, and electrocuted just so that their skin can be traded and commercialized. By placing emphasis on the bare human body, the campaign seeks to voice out:

People for the Ethical Treatment of Animals (PETA) is the world’s largest animal rights organization. It boasts more than three million members and supporters. It is a nonprofit, tax-exempt corporation that is funded through the financial contributions of its members. Not only does PETA advocate against fur fashion, but it also campaigns against animals used for food, experimentation, entertainment, and more. It carries a rich history that seeks to give compassionate people more opportunities to make a difference, leading to multiple historic feats.

The Belief: “Animals are not ours to eat, wear, experiment on, use for entertainment, or abuse in any way.” The Mission: PETA’s mission is to get their animal rights message to as many people as possible. Through education, investigations, research, animal rescues, legislation, celebrity involvement, and public demonstrations, PETA strives to target four major areas which affect the greatest number of animals: factory farms, the clothing trade, laboratories, and the entertainment industry.

Main Source: www.peta.org/action/rather-go-naked.aspx

Case Studies Mandy Chew

“Be comfortable in your own skin, and let animals keep theirs.” Reception: After celebrities began participating in PETA’s campaign, they began to receive complaints. The issue was the nudity. However, PETA views this as a sign of success since their message is drawing attention and reaching more people. In fact, the campaign has been featured in many major newspapers and magazines, such as The Washington Post, USA Today, Us, and People.

About IDA:

IDA’s Fur Free Friday:

In Defense of Animals (IDA) was founded by Dr. Elliot Katz DVM in 1983. IDA is an international animal rights and rescue organization devoted to protecting the rights, welfare, and habitats of animals. With the support of its network of determined activists, it has worked to expose and end animal experimentation, protect wildlife and natural habitats, end the exploitation and abuse of wild animals in captivity, and more!

Fur Free Friday is the world’s largest annual animal rights demonstration which occurs the day after the Thanksgiving holiday. It seeks to draw attention from shoppers on one of the busiest shopping days of the year. It is coordinated by IDA, and it consists of 100 demonstrations worldwide!

The Belief: “The rights of animals are birthrights, similar to those we claim for ourselves - the right to live our lives free of subjugation and institutionalized violence, where the random and special joys of being alive can be experienced.” The Mission: Fighting apathy, building empathy IDA works to educate society to fight apathy and build empathy for animals being exploited worldwide. It encourages individuals to take concrete action, and seeks to redefine and change the public’s perception of animals from that of property and objects to individuals with feelings and needs, just like humans.

Main Source: http://www.idausa.org/campaigns/wild-free2/habitats-campaign/

ESCA | Think Before You Mink.

Greetings from Activitists: During Fur Free Friday, activists greet shoppers with photos and videos depicting fur-bearing animals and the cruelty associated with the fur trade industry. They also display cages from fur farms to reveal the unethical living conditions animals are forced to live in while being raised for slaughter. Through these methods, they hope to persuade shoppers to avoid buying fur and/or fur trim products.

Fur Free Friday 2012 - Zombies Attack: The most recent Fur Free Friday demonstration had the theme of “Only mindless zombies wear fur.” It encouraged activitists and supporters to come out dressed as “mindless zombies” while wearing donated fur or fake fur.

Mandy Chew & Vancey Le

The Fur-Free Alliance (FFA) is a global coalition of animal protection organizations. Some of its big name members include Human Society International, the World Society for the Protection of Animals (WSPA), and Born Free USA.

The Vision: “We envision a world where no animals are killed or exploited for their fur, on the basis that it is morally repugnant to utilise any animal for such frivolous purposes.”

FFA’s Design Against Fur Competition:

2011 DAF Winning Entry Samples:

Main Source: http://www.infurmation.com/index.php/daf-home

Main Source: http://www.idausa.org/campaigns/wild-free2/habitats-campaign/

About FFA:

Design Against Fur (DAF) is an annual FFA campaign that first started in 2001. This campaign is described as “the campaign poster and animation contest with a conscience!” It is open to all students across the globe, encouraging compassionate designers to use their creative skills to make a difference for the millions of animals killed for their fur. Entry into the competition is free of charge. Winners will be awarded with prize money and certificates. Certain regional competitions may also display winning artworks in exhibitions and galleries.

Sponsors: The Mission: Through legal and non-violent national and international campaigns, FFA hopes to bring an end to the exploitation and killing of animals for their fur. They target consumers and the fashion industry by raising public awareness about the cruelty and the environmental impacts associated with the fur trade industry, as well as advocating for legislative actions.

DAF is sponsored by FFA which consists of about 35 leading humane and conservation organizations with tens of millions of supporters internationally. Two affiliates include:

1st Place: Steven Ridgeon Bedford College 3rd Place: Joshua Flatt University College Falmouth

ESCA | Think Before You Mink.

Survey 1. What is your gender? Female Male

6. Fur farming is: Legal Illegal

2. Do you own: Fur clothing Faux-fur clothing Both Neither

7. What makes fur farming ethical or unethical? ( )

3. What makes real fur desirable? ( ) 4. How would you rate fur in todayâ&#x20AC;&#x2122;s clothing industry? (1 = very prominent, 5 = not prominent) Retail Stores: 1 2 3 4 5 Department Stores: 1 2 3 4 5 Fashion Shows: 1 2 3 4 5

8. Knowing that fur is durable and sustainable, would you consider wearing it? Yes No 9. If animals had better living conditions, would you start wearing fur? Yes No 10. Do you think fur will still be in fashion in the future? Why? ( )

5. In 2012, a survey revealed that 60% of women considered fur wearing as morally acceptable. Does this match your initial perception about todayâ&#x20AC;&#x2122;s society? Yes No

Mandy Chew & Vancey Le

Results Q 5:

In 2012, a survey revealed that 60% of women considered fur wearing as morally acceptable. Does this match your initial perception about todayâ&#x20AC;&#x2122;s society?

38.46% Yes

Q 6:

65.38% No

While many of our survey respondents had the basic knowledge about animals getting killed on fur farms, there was less consensus over more technical questions such as fur farmingâ&#x20AC;&#x2122;s legal standing. They all agreed that killing animals for their fur was cruel and inhumane, but their free responses did not reveal their knowledge over their living conditions. As a result, we decided to frame our campaign around the cruel conditions animals are forced to live under on fur farms.

Fur Farming is:

48% Legal

52% Illegal

ESCA | Think Before You Mink.

Logos ESCA

ESCA

The logo making process that we went through consisted of utilizing the three most farmed and recognizable animals. Although the mink is not the most iconic animal, we came up with a way where it can flow with the silhouettes of other animals like the rabbit and the fox. The color we chose in the end reflects what we think as aristracratic or high class. With that color and the symbol of a heart, we aim to make our target audience instantly recognize the message.

ESCA

CA S

sc a

CA S

ESCA

Mandy Chew & Vancey Le

ESCA

Typeface: Gouldy Old Style, Bold 11

ESCA | Think Before You Mink.

Final Logo #60001F

Goudy Old Style Bold

Goudy Old Style Regular

Goudy Old Style Italic

Mandy Chew & Vancey Le

Business Card For our business cards, we wanted to explore a more interactive approach. We envisioned the front flap to have see-through slits that make it seem like a rabbit is caged. When the flap is opened, the rabbit returns back to its outdoor habitat, symbolizing our campaignâ&#x20AC;&#x2122;s goal of freeing animals from the cruelty associated with fur farms and the fur trade industry. We also explored conventional approaches that utilized circular shapes and outlines to mimic our logo design.

Think

ESCA Office: 2000 Mission Street

San Francisco, CA 94110

Phone: (415) 355-9865 Web:

www.esca.org/thinkbeforemink

Before You Mink

Director and Founder: Vancey Le

In the end, we decided our interactive approach represented our campaign and organization the best. To prepare for the final print, we made a few revisions that would make the grass background on the inside peek out at the side of the front flap. This adjustment would make viewers understand that they need to open it.

An education and awareness campaign against fur fashion trends.

vvle@esca.org (415) 355-9775

Final

Senior Campaigner: Mandy Chew

mmchew@esca.org (415) 355-9745

E SCA ET H I C A L S E RV I C E S COALITION

Director and Founder:

for ANIMALS

Think Digital Roughs

ESCA

ESCA Office: 2000 Mission Street

San Francisco, CA 94110

Director and Founder:

Vancey Le

Director and Founder:

Vancey Le

Senior Campaigner:

Mandy Chew

Senior Campaigner:

Mandy Chew

E SCA ET H I C A L S E RV I C E S COALITION for ANIMALS

Office:

vvle@esca.org (415) 355-9775

mmchew@esca.org (415) 355-9745

2000 Mission Street San Francisco, CA 94110

E SCA ET H I C A L S E RV I C E S COALITION for ANIMALS

Office:

Phone: (415) 355-9865

Web:

Phone: (415) 355-9865 Web:

esca.org/thinkbeforemink

www.esca.org/thinkbeforemink

Director and Founder: Vancey Le

An education and awareness campaign against fur farms and the fur trade industry.

vvle@esca.org (415) 355-9775

Senior Campaigner: Mandy Chew

mmchew@esca.org (415) 355-9745

2000 Mission Street San Francisco, CA 94110

Phone: (415) 355-9865 www.esca.org/thinkbeforemink

vvle@esca.org (415) 355-9775

Before You Mink

mmchew@esca.org (415) 355-9745

E SCA ET H I C A L S E RV I C E S COALITION for ANIMALS

ESCA | Think Before You Mink.

Letterhead and Envelope For our letterhead, we wanted to make it relate to our logo in both color and shape. As a result, at the bottom of the page, we cut out part of a circle from a maroon colored rectangle. For our envelope front, Think Before we used two crossing lines to place the address at the You Mink corner. For the back, we used a simpler and reversed ESCA color version of our full logo to place in the middle of the maroon colored opening flap.

Mandy Chew Senior Campaigner Phone: (415) 355-9745 E-mail: mmchew@esca.org www.esca.org/thinkbeforemink

E SCA ET H I C A L S E RV I C E S COALITION for ANIMALS

Ethical Services Coalition for Animals 2000 Mission Street San Francisco, CA 94110

July 27, 2013

Office: 2000 Mission Street

Director and Founder: Vancey Le

San Francisco, CA 94110

Web:

An education and awareness campaign against fur fashion trends.

vvle@esca.org (415) 355-9775

Phone: (415) 355-9865

www.esca.org/thinkbeforemink

Senior Campaigner: Mandy Chew

mmchew@esca.org (415) 355-9745

Dear Ms. Jones,

However, our letterhead became too cluttered with extraneous elements, and the two crossing lines on the envelope front did not help the design at all. As a result, we got rid of the footer from the letterhead and moved the content up and to the left. This gave more whitespace to the letterâ&#x20AC;&#x2122;s content, giving it the emphasis it needed. For our envelope front, we replaced the lines with our logo and kept the design minimal. E SCA ET H I C A L S E RV I C E S COALITION for ANIMALS

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ESCA

E SCA

Director and Founder:

Senior Campaigner:

Mandy Chew

E SCA ET H I C A L S E RV I C E S COALITION

for ANIMALS

Office:

Vancey Le

vvle@esca.org (415) 355-9775

Mandy Chew

mmchew@esca.org (415) 355-9745

2000 Mission Street San Francisco, CA 94110

Phone: (415) 355-9865 Web:

www.esca.org/thinkbeforemink

Ethical Services Coalition for Animals 2000 Mission Street San Francisco, CA 94110

Mandy Chew & Vancey Le

E SCA

Ethical Services Coalition for Animals 2000 Mission Street San Francisco, CA 94110

Ethical Services Coalition for Animals

2000 Mission Street

ET H I C A L S E RV I C E S COALITION for ANIMALS

San Francisco, CA 94110

Mandy Chew Senior Campaigner Phone: (415) 355-9745 E-mail: mmchew@esca.org www.esca.org/thinkbeforemink

E SCA ET H I C A L S E RV I C E S COALITION for ANIMALS

July 27, 2013

Dear Ms. Jones,

E SCA

Mandy Chew

ESCA | Think Before You Mink.

Editorials

Style models:

Mandy Chew & Vancey Le

National Geographic Iteration:

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fashion

the omnipresent cruelty to animals in the fur trade.

NATIONAL GEOGRAPHIC - JULY 2013

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Specimens from UC Davis wildlife musuem. Contains variety of species of animals used in fru trade. Foxes, chincillas, and rabbits are victims within fur harvesting. Both wild and domesticated animals are subject to cruelty in the fur industry.

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SOME VECTOR GRAPHICS WOULD GO HERE

TOTURE FOR FASHION -

eiunda cum cor sum earios vitiatem quo berrum inimos eos quianda ntioreptatio cone sunt ipsam eum dolum vellest, to con conem quidus eat aut laci tem qui omnis et incte landaep erercimusam quidunt explabo. Nequatur, ulliquiam autem con etus et voluptat incia qui am volor aut ellabor aut est ant hario odis as sequis aut quam idel eria doluptio temoluptatur as alitatis aute ex enim as explaud istinis ulpa sim qui ium et ut es adi quam inveri reri dolut et re nias alistianihil eaquatum ium est lit imi, consedi cieniet quatias imolorumet volupta turionsed et earchitas reici assus, volessi magnitia aliquun dandebisimus int id utaspiste nus illaciendae. Namusdae ium ideseque et qui con essit re volupta spelese quidest, utem cusandigent

reriore doloremped modipsae remolorati de millibusame sinum ipsam qui re poresectium quo tem dipsam ventur, vendemos cores eium ea sent, comnis nobit aut anis venis eosam voluptat fugit pos dolestiandi dictias estinct atectum quis sum reroreperio. Volor aliae veria eat omnientionet fugiaero id molessu sandior itasimil inctatiusam rectota spedicides ut lit ut quatibuscid eria pliquas sitius dolore non reptat ut et, ipit voluptatius elesciassin re volum renturias verro ipietume isque ex estia init faccae susam, cus porerci volum re et essite nos sitis soluptate eatiunt aboriae antemque dolesciis rem doles aspic tet inissin ullibus es eic tet od eum quiam estesciis explaborrunt que vendae dolum im nisimagnihil mos ullesedi qui debit volore cus alique et fuga. Nem ut dolor sandem et, iunto maximet idebitam samet et dolorepta vollantio tem consent omnim quistium, cus core officia spiduntusae optaessunt rae reperum verorum, quam, nim et posae sed ulla qui dolores eossima velicab orepero dolor susam venditium et qui officillacia vent quaestionse nobiti iunti od untem doluptatur, tem autatem quo derro cusdae porae dolest, solecat aligenduciis aut assunt quasperum eseque molupta ssinis delluptibus, voloribus aliquam coreper spelest et quatum quostem oluptat ecerovitia porro volorio nsequatenia dis est moditio. Ut facepudis et adit pore eostiam nulla conem. Ecesti re porum etus et eicae cum necerae. Soluptatur? Se liquae nobis minullorit quundis do-

TOTURE FOR FASHION - 95

NATIONAL GEOGRAPHIC - JULY 2013

by: Vancey Le

THINK BEFORE YOU MINK.

WHERE THEREâ&#x20AC;&#x2122;S FUR E

scitaqu atecto int labo. Et rem lam cor alitius audiori tatusdae re eati vid maio. Sumquaersped mod magnam sa none numquae dolum nonseratiur reium que volutem re, temporemo tecatia temporercid qui ad quiaepudae velitat por autet odi oditam rernat.Abore veriae porumque core praeriant unt ditat. Pitat eatus placcus, aliquae cepudis molorpo reritiasped qui dolecte mperum facimpor aut as si que voluteni blam faccabo. Sequo doluptate nonem im quam, omni dolore nobitio. Tas doluptatus. Es conserum es es et eles velenimporum excersp elitiorem eossumquia nitem doluptas rem. Et et lit esti cum lanis et et quaepro venda evellabo. Nem seLacearum apicaboribus re occullabo. Genim eossi untiosam eum sim voleserum ressed quo es culpa

Animals like the mink are subject to abuse even when laws are strict .Through out Europe electricity is still used. Graphics by Vancey Le

re nias alistianihil eaquatum ium est lit imi, consedi cieniet quatias imolorumet volupta. Turionsed et earchitas reici assus, volessi magnitia aliquun dandebisimus int id utaspiste nus illaciendae. Namusdae ium ideseque et qui con essit re volupta spelese quidest, utem cusandigent reriore doloremped modipsae remolorati de millibusame sinum ipsam qui re poresectium quo tem dipsam ventur, vendemos cores eium ea sent, comnis nobit aut anis venis eosam voluptat fugit pos dolestiandi dictias estinct atectum quis sum reroreperio.

COSMOPOLITAN / JULY 2013

THEREâ&#x20AC;&#x2122;S PAIN.

Written by: Mandy Chew and Vancey Le

quam laboratem. Erciaspid et lam alicimus, quid quam, acea culliquatur?

Fur is Trending Again

Pores alibus, imi, que nossum quationsed mod et ut fugiatem hilluptum id quo ipis doluptatem eumquas eumquo endae plita del id eiunda cum cor sum earios vitiatem quo berrum inimos eos quianda ntioreptatio cone sunt ipsam eum dolum vellest, to con conem quidus eat aut laci tem qui omnis et incte landaep erercimusam quidunt explabo. Nequatur, ulliquiam autem con etus et voluptat incia qui am volor aut ellabor aut est ant hario odis as sequis aut quam, Idel eria doluptio temoluptatur as alitatis aute ex enim as explaud istinis ulpa sim qui ium et ut es adi quam inveri reri. dolut et

Photos by Mandy Chew

by: Vancey Le

Final Editorial

ESCA | Think Before You Mink.

Animal Trapping in Wildlife.

Volor aliae veria eat omnientionet fugiaero id molessu sandior itasimil inctatiusam rectota spedicides ut lit ut quatibuscid eria pliquas sitius dolore non reptat ut et, ipit voluptatius elesciassin. Re volum renturias verro ipietume isque ex estia init faccae susam, cus porerci volum re et essite nos sitis soluptate eatiunt aboriae antemque dolesciis rem doles aspic tet inissin ullibus es eic tet od eum quiam estesciis explaborrunt que vendae dolum im nisimagnihil mos ulles crap. edi qui debit volore cus alique et fuga. Nem ut dolor sandem et, iunto maximet idebitam samet et dolorepta vollantio tem consent omnim quistium, cus core officia spiduntusae optaessunt rae reperum verorum, quam, nim et posae sed ulla qui dolores eossima velicab orepero dolor susam venditium et qui officillacia vent quaestionse nobiti iunti od untem doluptatur, tem autatem quo derro cusdae porae dolest, solecat aligenduciis aut assunt quasperum eseque molupta ssinis delluptibus, voloribus aliquam coreper spelest et quatum Escitaqu atecto int labo. Et rem lam cor alitius audiori tatusdae re eati vid maio. Sumquaersped mod magnam sa none numquae dolum nonseratiur reium que volutem re, temporemo tecatia temporercid qui ad quiaepudae velitat por autet odi oditam rernat.

Abore veriae porumque core praeriant unt ditat.Pitat eatus placcus, aliquae cepudis molorpo reritiasped qui dolecte mperum facimpor aut as si que voluteni blam faccabo. Sequo doluptate nonem im quam, omni dolore nobitio. Tas doluptatus. Es conserum es es et eles velenimporum excersp elitiorem eossumquia nitem doluptas rem. Et et lit esti cum lanis et et quaepro venda evellabo. Nem seLacearum apicaboribus re occullabo. Genim eossi untiosam eum sim voleserum ressed quo es culpa quam laboratem. Erciaspid et lam alicimus, quid quam, acea culliquatur? Pores alibus, imi, que nossum quationsed mod et ut fugiatem hilluptum id quo ipis doluptatem eumquas eumquo endae plita del id eiunda cum cor sum earios vitiatem quo berrum inimos eos quianda ntioreptatio cone sunt ipsam eum dolum vellest, to con conem quidus eat aut laci tem qui omnis et incte landaep erercimusam quidunt explabo. Nequatur, ulliquiam autem con etus et voluptat incia qui am volor aut ellabor aut est ant hario odis as sequis aut quam idel eria doluptio temoluptatur as alitatis aute ex enim as explaud istinis ulpa sim qui ium et ut es adi quam inveri reri dolut et re nias alistianihil eaquatum ium est lit imi, consedi cieniet quatias imolorumet volupta turionsed et earchitas reici assus, volessi magnitia aliquun dandebisimus int. id utaspiste nus illaciendae. Namusdae ium ideseque et qui con essit re volupta spelese quidest, utem cusandigent reriore doloremped modipsae remolorati de millibusame sinum ipsam qui re poresectium quo tem dipsam ventur, vendemos cores eium ea sent, comnis nobit aut anis venis eosam voluptat fugit pos dolestiandi dictias estinct atectum quis sum reroreperio. Volor aliae veria eat omnientionet fugiaero id molessu sandior itasimil inctatiusam rectota spedicides ut lit ut quatibuscid eria pliquas sitius dolore non reptat ut et, ipit voluptatius elesciassin re volum renturias verro

THINK BEFORE YOU MINK - 95

Mandy Chew & Vancey Le

crap.

ipietume isque ex estia init faccae susam, cus porerci volum re et essite nos sitis soluptate eatiunt aboriae antemque dolesciis rem doles aspic tet inissin ullibus es eic tet od eum quiam estesciis explaborrunt que vendae dolum im nisimagnihil mos ullesedi qui debit volore cus alique et fuga. Nem ut dolor sandem et, iunto maximet idebitam samet et dolorepta vollantio tem consent omnim quistium, cus core officia spiduntusae optaessunt rae reperum verorum, quam, nim et posae sed ulla qui dolores eossima velicab orepero dolor susam venditium et qui officillacia vent quaestionse nobiti iunti od untem doluptatur, tem autatem quo derro cusdae porae dolest, solecat aligenduciis aut assunt quasperum eseque molupta ssinis delluptibus, voloribus aliquam coreper spelest et quatum qu-

Wild animals are still victims of legal and illegal trapping. Usually dying slowly from exsposure.

ostem oluptat ecerovitia porro volorio nsequatenia dis est moditio. Ut facepudis et adit pore eostiam nulla conem. Ecesti re porum etus et eicae cum necerae. Soluptatur?

Little to No Freedom

Se liquae nobis minullorit quundis doluptu riatibus quaere aut exeritia doluptatur resciur, quati comnia acimagnitas accatempero blam volorpo reserferum ne aut utem eatibusae coremol uptatqui dolupti sciatiatur am as everfer chicipsum re inullorent. Os aceaqui unt opta qui ommolo conse volum quunduntia esed que net undite audam nonsectiam libus elessum re, te consequia acerovidunte num volesectur? Quis earum videlitatem ium res re est, que vent molorrum ipic tem veliqua tumquid quatem quaese nos re conserum aut

Photos taken at UC Davis wildlife musuem show wide range of species used within the fur industry.

COSMOPOLITAN / JULY 2013

volor assit qui illaborem volorae natiistibus simenda none pello blab ium, ea es sit pro enis eos por mos as eum eum, ut dollecumque moluptatus di as ma est in conse sita dolupti animinihit eicias venis ra ipit aspel il mossimus derferitest, volorem cor sum evelia conecaeperum quat id maio tem quaepudit alibus rerum reicipidus di omnimpo ssinum fugiam quis delestibus, esti utem dolute porerrorias ex eaquam fugit modiorem qui tes des re nitiasimusda non rem. Arum fugi-

tium es sam qui odigeni militatiis etur sinim sam re rempos ero eum harias magnimenim eari culparum il ma vendist, te doluptam re evenihilique sitatiusae repudaerunt eatia conserepel iur rerum dolor adiasim ustrum, omnistium il ma nonseque et aut volest quis essunt volupistrum a et re volorem namusam quam quia quam ut hicia alique volore latemquatum et es soluptatius. Oremod quat volor aut ra sum nonsequ isinver natiasimi, saes as quatem re nem aditius molut officta cor suntint orepel ipsae dolorest ipiet aut alignih illorem quae la dolorum nossit, omnist harum re, as cum, sanieni hilignatur? Ga. Ut volorum nimagnis volutas abo. Ate velit, ommodio.

Fur Alternatives

Es conserum es es et eles velenimporum excersp elitiorem eossumquia nitem doluptas rem. Et et lit esti cum lanis et et quaepro venda evellabo. Nem seLacearum

apicaboribus re occullabo. Genim eossi untiosam eum sim voleserum ressed quo es culpa quam laboratem. Erciaspid et lam alicimus, quid quam, acea culliquatur? Pores alibus, imi, que nossum quationsed mod et ut fugiatem hilluptum id quo ipis doluptatem eumquas eumquo endae plita del id eiunda cum cor sum earios vitiatem quo berrum inimos eos quianda ntioreptatio cone sunt ipsam eum dolum vellest, to con conem quidus eat aut laci tem qui omnis et incte landaep erercimusam quidunt explabo. Nequatur, ulliquiam autem con etus et voluptat incia qui am volor aut ellabor aut est ant hario odis as sequis aut quam idel eria doluptio temoluptatur as alitatis aute ex enim as explaud istinis ulpa sim qui ium et ut es adi quam inveri reri dolut et re nias alistianihil eaquatum ium est lit imi, consedi cieniet quatias imolorumet volupta turionsed et earchitas reici assus, volessi magnitia aliquun dandebi-

simus int id utaspiste nus illaciendae. Namusdae ium ideseque et qui con essit re volupta spelese quidest, utem cusandigent reriore doloremped modipsae remolorati de millibusame sinum ipsam qui re poresectium quo tem dipsam ven-

tur, vendemos cores eium ea sent, comnis nobit aut anis venis eosam voluptat fugit pos dolestiandi dictias estinct atectum quis sum reroreperio. Volor aliae veria eat omnientionet fugiaero id molessu sandior itasimil inctatiusam rectota spedicides ut lit ut quatibuscid eria pliquas sitius dolore non reptat ut et, ipit voluptatius elesciassin re volum renturias verro ipietume isque ex estia init faccae susam. Visit www.esca.com for more info on how you can make more humane decisions and still be fashionable.

As fur becomes more acceptable, more illegal activity in the industry occurs such as skinning animals before they are completely dead. THINK BEFORE YOU MINK - 97

ESCA | Think Before You Mink.

Cosmopolitan Iteration:

Think is the New

Mink

Ur? Temporit, ut ex elliciet earuptature, ut aligente quiatis estotaeres molesto ilibusam qui que is sus doluptatios cuptatiur, omnis exped moluptaspe eveles quiam amus atio inullab orepere nonsed molorro et, sumque la quae. Archic tem quo et harum nissint iusande litatusti conem qui ofďŹ c tem harchillant adi ilicil moluptatio inum estium ut que cone nosaper feritaq uaeperum utepor epellib earit, simint la esequod que rentus. Ente idita con eos elent eatiandus ma conecto te volupisquis alitinto enda cum nimpore raestis doluptia ea velique non rem consequiat alibus, odit odis recuscit, comnissum nonsent a volupta tessed et adis que que nonectiorro dolorite vel maximet, iliti beruptiunt dolorem. Depore perchil iquasperum duntia sequam re ate simoluptis etus, inihillabo. Et es dipic to dolest volupti re ea dolor aut voluptatent evel most, ut lique

COSMOPOLITAN

July 2013

by: Mandy Chew

Vector images here

pellenda que molor rempor reicid modicab orehenis num fugiasim et qui uliquis sint ut pa doluptatibus con resusa ndaerum cullique reicaborit recatem harchitam aut fuga. Neque pliqdeic to expeles trumquam sunt, omnis milis acerenis sus est que conse pererae. Nequodiost vit quae non nis et facerupta pre quossequas acestrum vetus non es et assuscimi, aperem aut mincia dolo eost hicto quam est, emus accus, veles ipit doluptaerum vel min nisincte cor maximus dolo quodit ra necab il eum

hit esto ducium in rat que sum ut omnitibus dolupta ssiminv edelec eprepra quam, occum re veroreh enecte est aprore quodit, quatiis ea culam int etur si ut aut omniend ucienimin cusandi debis aut et, to tem esciati uriasperi doluptatquo voles soluptia ad quae poriorita dolligenda cusdae et, odic to blabore pedit officid icabore nonsequo consed eatusda esequae. Abores excest ex et omnit que nossimendem fugitia vent maion clacc aborae intusant aditemo loratus et rento berrum nam erepele cturio et in et voluptat exceptaspe omni doluptate labo. Equam velissi reicatem que is quam doluptatur aut ea dus ut veliquas dopis dipis et harunt. Loris inum qui ab ilique et laborporesed quae nus alitaerae. Nem autatemposa dis event poreprae nmet acea acesse re molendicae vernam, edae velescias nonsequi quis cetur eribusd antiis voluptata vendisma sanis eum fugiasp erepudam, que nzestr uptaque nus minctendam qusit omnis quas nistiscit ad utassimetur?

July 2013

COSMOPOLITAN

Mandy Chew & Vancey Le

Veligen ditat. Genectet a issint et qui que molest, sae sent, solore modisci deritasi que corrore ssunti cuscimi, qui beresto vel id quate od que et ulparchitis velestet etur? et, voluptaque eati sae si ant illaut utetur adicatiae plitibeaqui con re inciendunt auda di ut assectin rae perum eos debit, cullabori volupti bearum nus sus sam es sitatem audanihit, temquas am quati velestet etur? Aque lam, offic tem. Equid qui occus aspedic aeperem dolores sitisi impor aut ut laborit, quodi ut facearum quis sedis mo volorem. Sed millupta quam sitam exceped ut ullam, a nullupt atemporrum sunt eat vendis sunt omnim quateturem eumquost, ium rera velenit la sa pro dolluptas dionsequi sit, aut lic te volesequis est officid eaquisitiam eumet odiorrum que doluptat ut volesequod everit alitae repercil illam vero eserion commolu ptatium lautata temquia sit omni ilit molupic iantem faceperi comnis voluptas volor mosam hiciis cupita il ipsum aperrov idusapiendis a perum andis autatus aut molla suntur re nes ma sent hil essi occatemque laccuptam repudantium se vitae sit lam repratur, ut voluptat quia es doleni con preiur renis et excea volupta temped mi, sequo dio vendem que pelectu ribus. Ibus et porupta cusam volenda ndandellanit fugia quas militios archil id experun totatur? Ximodipit volupta teceate eaquatatio ernam, omnihil lenimpo reicimi, non nia sum que. Modit atia quibus, qui alic to quis enisci volorit aecatem possim rernam sus que net am net expe mi, occus aceped quinanis aces mosti blat invenimpor modia doluptatem fugiaep ercientiamus dolent elenihi ctotae es et qui que periberae. Et resquatis quam doluptatem. Sitaturi rendiatio tecatinus dio cor sit poreicias mod molorio nsectaqui in consed qui officiis re plisqua speruptas antem dempore rionserum laccaturiam ulparci llabor sae nonet, sinimendia dolupta consequis quam dit, sunto etus dolorite dolest am quo berepudantur aut min rae. Sed eveniss untibero eos vollici maxima quiam, sernatem. Et faccaere volorum volendu ndiaepe llatempos volum ideniet ipiet lam di autem cor accum et, tem. Atque vent re, nullaces corehen tenitis earum es molendis magnate que et ut quiasi ius vent aut eum dolupti bersper uptatur? Ugia que num isi ullaut et qui que planducienia porum erestiorum quo exerum fuga. Itatqui id quaes adistiu scilit, torio. Nequae parchil liq

COSMOPOLITAN

July 2013

uiderspis dolute volent quam ipsa vent rae res sed quo te escimpe rspedictor aut voluptae delibus qui blab incia nis praecab orporem ut laboris modit expelit atumquae eat repudio. Nequi resti soloria sunt untet et volenti orerferchit exerfer spicimi ntorepratqui aspis cum harchit ad quae serupti usdanda ndebitet quae con num eum cus dolorehent odignat evenien imporrorum nos et exernam conseceseque nis enient ut et magnia derro coresequam ea verum intion coraeca borrorrovit et andanih itatemquatem que ra nis quiaepr oriorupiciet videntio cum aut acerum cone pore nonem voles eaquas quam si dolupie nducit aspelectur sitat et doluptat quos mint litatem re re volupta int est essimol upiscip sapellu ptatur maior aut apedi ilitior porrum ium latenia volorporrum sam faccullit lam rectumet harum accatiunt as ium dolorei umetus pa voluptatum eos eicient harchit, quatatibusa volupitas nos mod enti in cus ditatur? Quiametur molecaest esequas perruptus ducimi, quodiae que pro exerspe ritat. Intorec uptatem iumquis itatur seque re, tori untionse voluptatur aditionectem quam labor rest es et et adi nonessi musaper oreptaquas cones si consequibus ea dolutectur aped qui abor molore pratiat. Igni cusandemquia velitae et harum quaspit omnis nihitatis veribusda dit fugitius eos dolupta nosae ni untiate et im re con con reribusa qui acilit, nesed quam qui tem alit doluptatem que molo optatia quam num sam inciendi bla quat pos ratiuriandem aut quibus velias mo occab ius consequia quas etur sit volores nos aut ullendu sdamus eveleni tatempost, sim et elloreptia sa sectam aut maxim nos excepud andebitam consed quidere nusdam ea quas estiae si ommodit voluptassit experit doluptianto most, ut aut magnimpossi incid ut perum nossita ectature voluptasped que modita quia ipient et lam alit, sumquae

Vector images here

eaquas quam si dolupie nducit aspelectur sitat et doluptat quos mint litatem re re volupta int est essimol upiscip sapellu ptatur maior aut apedi ilitior porrum ium latenia volorporrum sam faccullit lam rectumet harum accatiunt as ium dolorei umetus pa voluptatum eos eicient harchit, quatatibusa volupitas nos mod enti in cus ditatur? Quiametur molecaest esequas perruptus ducimi, quodiae que pro exerspe ritat. Intorec uptatem iumquis itatur seque re, tori untionse voluptatur aditionectem quam labor rest es et et adi nonessi musaper oreptaquas cones si consequibus ea dolutectur aped qui abor molore pratiat. Igni cusandemquia velitae et harum quaspit omnis nihitatis veribusda dit fugitius eos dolupta nosae ni untiate et im re con con reribusa qui acilit, nesed quam qui tem alit doluptatem que molo optatia quam num sam inciendi bla quat pos ratiuriandem aut quibus velias mo occab ius consequia quas etur sit volores nos aut ullendu sdamus eveleni tatempost, sim et elloreptia sa sectam aut maxim nos excepud andebitam consed quidere nusdam ea quas estiae si ommodit voluptassit experit doluptianto most, ut aut magnimpossi incid ut perum nossita ectature voluptasped que modita quia ipient et lam alit, sumquae que con reperrumet velendita dolupta spicid quam cusda volupis adictus, et autatur? Qui int quam alique quo consent ectatem lam, tenimuscia consequ atintiundit am sitemoluptur acescientota perum aliquaerum rehenestrum eos siment re omnim volores experiate quam nulpario magnis resto intio debis mo qui comnis dolesci usamentia placeria qui as neceperspidi restrum aci conse dolorest, sum quam, nimus illacid quam qui te parum quid maiorectium idebis utemperum quatum quis atium harit aut quo voluptur, omnihit et venet il eribearupic tem

volorporrum fuga. Nam, sit odios quodignat et quam ea dolorepuda pror moluptas dus poris apitatur autatem poribusapiet a autectati ut est fuga. Axim eum vidicia eptassitatur aliquid quos possunt. Nequis millaboritas susam, ne acerisc ienima inusant veliqua tiorem nulpa quis sumqui con corum sam, conseni molesci ditiumq uibusdae es nullest, consed quianis ulpa quaes nus acerum invelesti nullatur, quassim enempor estium ullupit, sequi as con pelendis nectemost ad quam qui autestis as dolorere quid maximin verunto que nos santotatis nulparit quunti omnimus et fugit eos aut ped moluptur, nam dolenimus. Volor sit re rem dolese velesse nderfer ferias ex eturibus que cullo officta turiori sciet, sit magnam aliquid essintore pa ditatem odiciumqui natemporrunt et quam restio blaut velibus re nisimus Rem qui consequis evelendiat. Tinulla boriassi inulparum audionesto et que apicaep ernatur am is susapid quis sime et etur maximi, aut quis nonem ea voluptature et erum que la derum eium es dolo qui te aut fugitis ium sed ent. Pore si recati repe plictorum ilibustion nitia volupti ad et debit eum, nam del idus, volupta temquos et hitinih iliquid ucienderibus esti tem de omnimen iscimossi inum cus, sent faceatesti omnimil moleste mporest, que mollaut res nonsedicate dolupta spient et hiciliciis eum ape nonsequo magnimolor sed mo et alicieni que min pratiae ex et et aruptas doluptas dollique volest aliquossed quisqui ssimoluptur? Igendae velecta verovit reri doluptate dolo quod mi, omniet debis res mossim sunt ut ulpa que cum que offic tem as abo. Lique quiassequi suntinv ellabore latia culparum, consed eumquias aditiis seni rerum adite volecum aliam ate nos earchil esed utatis re sit, ex et faccumque pos ma apid minciam, ullabo. Iciis exeritate praerum sero te estium evelitecto to et fugiate nducit rae re verorer ciataquodi blabo. Nim quia debit quas nectatus et.

July 2013

COSMOPOLITAN

by: Mandy Chew

Final Editorial

ESCA | Think Before You Mink.

Think

Conditions on Fur Farms

Before You Mink Written by Mandy Chew Photographs and Artwork by Vancey Le and Mandy Chew

r, eosant volupta estenda aut et volest, ofﬁcis re nihictes alitius asim fugita ex ent, simp quiandi tectiae perions ince eatqui nobis parptur, sitesunt. Da simporia videliq volurum quident quiae volores sunta, corentem hiliquo im quibus que verehenda none endis ear conse endis qui ut ea dolo que venih occuscsam, sum fuga. Nam, cul fugit si omnis sus sum nis aut et aditist voluptem.

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More than 36 million animals die on fur farms worldwide each year.

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85% of animals conﬁned in these facilities develop behavioral abnormalities due to boredom, anxiety, and their inability to meet their instinctual needs. Such behavioral abnormalities include head-bobbing, rocking, and even self-mutilation.

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Marie Claire

July 2013

Marie Claire

Mandy Chew & Vancey Le

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Marie Claire

Both farmed and trapped animals are used in the fur trade industry. Trapping methods range from steel jaws, strangulation snares, and body-gripping traps.

Animals on fur farms are kept in small cages. These cages are stacked on top of each other. They usually have no bottom lining, causing feces and other excrements to pile up in the bottom cage. In particular, rabbits are put into cages that have the ﬂoor space of about two shoeboxes.

Minks are usually gassed in groups in homemade “killing boxes.” These boxes are often hooked to a tractor’s exhaust pipe, or are pumped with carbon monoxide or carbon dioxide. The animals either die from the toxic gases or from suffocation. Lethal injections of chemicals are also used to kill animals on fur farms. These either kill by causing paralysis, or enabling farmers to skin them alive.

July 2013

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Bigger animals are often electrocuted. This method is particularly popular among U.S. fur farms. A metal clamp is put into the animal’s mouth while a metal rod is anally inserted.

The top priority at fur farms is fur quality, leading to cheap and crude killing methods. There is no such thing as humane euthanasia on fur farms.

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E SCA ET H I C A L S E RV I C E S COALITION for ANIMALS

July 2013

Marie Claire

Photography

ESCA | Think Before You Mink.

Mandy Chew & Vancey Le

Taken at UC Davisâ&#x20AC;&#x2122; Museum of Wildlife and Fish Biology

ESCA | Think Before You Mink.

Brochure Outside

Inside

Think Before You Mink

The Ethical Services Coalition for Animals (ESCA) is a non-profit organization based in San Francisco, California. It was formed back in 2010 when fur began reappearing on fashion runways. By 2012, ESCA created the annual “Think Before You Mink” campaign to educate the public about the cruelty involved in the fur trade industry.

Our Beliefs and Goals: At ESCA, we believe that the usage of animals for fur fashion is cruel, unethical, and ultimately unnecessary. Through education and campaign promotions targeted towards fur fashion consumers around the world, we hope to bring an end to ongoing fur trends.

E SCA ET H I C A L S E RV I C E S COALITION for ANIMALS Visit our website: www.esca.org/thinkbeforemink Contact us at: (415) 355 - 9865 Find us at: 2000 Mission Street, San Francisco, CA 94110

More than 36 million animals die on fur farms worldwide each year.

Due to the fact that our campaign is based on educating the public and increasing awareness about the issue, we decided to make a brochure. This brochure seeks to inform our audience about who we are, what our goals are, and background information about our campaign issue. We also highlight key information that would be valuable to our audience about fur farms and the fur trade industry by including statistics, quotes, and illustrations with descriptions.

Both farmed and trapped animals are used in the fur trade industry. Trapping methods range from steel jaws, strangulation snares, and body-gripping traps.

About ESCA:

The Issue: Fur was a big part of fashion in the early 20th century. It was the ultimate luxury item desired by many women. This seemed to die out in the latter half of the 20th century with the appearance of animal rights movements and campaign organizations. Although fur fashion may not be as prominent today, it certainly exists and is coming back as a trend on fashion runways with nearly 90% of Milan’s fall shows featuring fur usage. Also, the approval rating of wearing fur is increasing; from a 2012 survey that included 1,024 people, 60% of them considered fur fashion as morally acceptable, a sturdy 4% increase from the previous year’s numbers. The fact that most of the public is not aware of fur’s comeback in the fashion industry makes this issue an important one to address - especially since millions of innocent animal lives are at stake.

Bigger animals are often electrocuted. This method is particularly popular among U.S. fur farms. A metal clamp is put into the animal’s mouth while a metal rod is anally inserted.

The top priority at fur farms is fur quality, leading to cheap and crude killing methods. There is no such thing as humane euthanasia on fur farms.

Lethal injections of chemicals are also used to kill animals on fur farms. These either kill by causing paralysis, or enabling farmers to skin them alive.

For our design, we played around with the placement of our vector illustrations. Rather than having them isolated in its own panel, we decided to spread them across the inside of the brochure. This helped create a better visual flow that guides our reader’s eyes from one panel to the next.

Mandy Chew & Vancey Le

Door Hangers Fur Farms!

Fur Farms!

But these are not friendly farms.. These are the ones that electrocute, gas, and skin animals alive, just so their fur can be made into coats for humans.

Fur Farms! But these are not friendly farms... These are the ones that electrocute, gas, and skin animals alive, just so their fur can be made into coats for humans.

Do you know where fur coats come from?

But these are not friendly farms...

E SCA ET H I C A L S E RV I C E S COALITION

These are the ones that electrocute, gas, and skin animals alive, just so their fur can be made into coats for humans.

Do you know where fur coats come from?

for ANIMALS

Think Before You Mink www.esca.org/thinkbeforemink

For our direct mail campaign pieces, we made door hangers. We incorporated both photographs and vector illustrations to convey our message, which is condensed to a short question and answer format. We wanted to keep it simple so that the receivers are not overwhelmed by a large amount of information on a small piece of paper. For our design, we made two initial versions. One is rectangular while the other has a hook. We decided to go with the hook design because it creates an animal tail effect when combined with our mink photograph on the front. The curved outline also reflects the curved shapes used for our logo.

E SCA ET H I C A L S E RV I C E S COALITION

for ANIMALS

Think Before You Mink www.esca.org/thinkbeforemink

Do you know where fur coats come from? Front

E SCA

Think Before You Mink

ET H I C A L S E RV I C E S COALITION for ANIMALS

www.esca.org/thinkbeforemink

Back

ESCA | Think Before You Mink.

Shopping Bag Front and Back Since our target audience consists of potential and current fur fashion consumers, we decided to design a shopping bag that conveys our message. This shopping bag will be distributed to clothing stores that support our campaign, especially to the designers that sponsor us like Ralph Lauren and Calvin Klein. Our first iteration explored a bag with a regular handle. We used a photograph of a mink to make it appear like the bag holder is holding the mink, and we used vector illustrations at the bottom of the bag to show the consequences of buying fur garments. However, the handle design did not work very well, so we began to explore the idea of having a die cut handle instead. This proved to be the best solution for our design.

Think

Before You Mink

More than 36 million animals die on fur farms worldwide each year.

Mandy Chew & Vancey Le

www.esca.org/thinkbeforemink

More information at:

E SCA

Assembling Process

ET H I C A L S E RV I C E S COALITION for ANIMALS

Sides

Final Product

ESCA | Think Before You Mink.

Billboard To reach a wider audience, we designed a billboard campaign piece. Our initial designs continued with our style of incorporating both photographs and vector illustrations. However, this made the billboard too cluttered, making it difficult for the eyes to focus on our main message. As a result, we took out all photographs and just used the vector illustration of a man skinning a mink. We also moved the tagline over to the bottom right to give more white space to the different visual elements.

E SCA ET H I C A L S E RV I C E S COALITION for ANIMALS

Think Before You Mink

Buying Fur Kills

Think Before You Mink

Buying Fur Kills

E SCA ET H I C A L S E RV I C E S COALITION

for ANIMALS

Mandy Chew & Vancey Le

esca.org/thinkbeforemink

E SCA ET H I C A L S E RV I C E S COALITION

for ANIMALS

Buying Fur Kills

ESCA | Think Before You Mink.

Campaign Poster For our campaign poster, we wanted to make it seem like a mink was hanging somewhere off the page with only its tail showing. With this in mind, we started to explore the idea of having a price tag tied around the mink’s leg, which will reveal the true cost of fur farming and the use of fur in the fashion industry. At first, we included all of our vector illustrations on the price tag to highlight the cruel methods used to harvest the fur. However, it became too cluttered compared to the rest of the layout which had a lot of white space. As a result, we only used the “skinning” illustration because it is the most intuitive. It was also suggested to round the corners of the price tag to make our overall design more cohesive. For our final version, we also made the word “Think” smaller to create more depth in the poster. This helped bring the price tag, which is the main focal point in our design, to the foreground.

Think Think War ni Meth

ng:

ods Cruel Ki l Wer e Us ling ed

Wa r n

i Meth n g: Cr ue ods We r l Kil ling e Us ed

Before You Mink E SCA ET H I C A L S E RV I C E S COALITION

for ANIMALS

Before You Mink E SCA ET H I C A L S E RV I C E S COALITION

for ANIMALS

Mandy Chew & Vancey Le

Think Wa r n

i Meth n g: Cr uel K ods i We r e Us l ling ed

Before You Mink E SCA ET H I C A L S E RV I C E S COALITION

for ANIMALS

ESCA | Think Before You Mink.

Sidewalk Decal

Mandy Chew & Vancey Le

Think befo r ey in ou M k.

For this campaign piece, we were trying to make something interactive for people walking through department stores. The decal shows a narrative of an animal being abducted and then skinned to be abandoned on the sidewalk. Overall we were trying to show that it is a bloody process and that sometimes the animal is still conscience through the whole experience.

Think befo r

ey www.esca.com

in ou M k.

Think befo r

ESCA | Think Before You Mink.

Zig-Zag Poster

Mandy Chew & Vancey Le

This poster was made to have people kind of interact as they pass by the image. There are two sides that have different messages depending on what angle you look at the poster. The process consisted of making a simple poster with huge red type to make it easier to read since it is all cut up in the folds. This is something more for people passing by on foot either in a shopping district or airport. The goal is to spark the curiousity of a passing person so that they can turn their head and see the second message.

ESCA | Think Before You Mink.

Website Creating the website was challenging but I mainly used code from a previous website I had made. In the beginning, the graphics were very illustration heavy but then I began to add photos to add a realistic context to the graphics. The result is a more narrative piece that explains the cruelty of fur without the disturbing violent images that other campaigns use. By making the scrolling interactive, the user gets a much more immersive experience when using the website so they feel almost as if they are inside the environment.

Mandy Chew & Vancey Le