World Animal Protection is the world’s largest movement to protect animals. They have offices in over 10 countries which are supported by the international office based in London.
World Animal Protection’s work is characterised as ‘animal welfare’ which sits in-between animal rights at one end of the spectrum and animal conservation at the other. The problem was that mainstream audiences did not understand what animal welfare was. This was becoming a problem due to World Animal Protection’s work increasingly shifting away from the areas such as rescuing individual animals that had attracted and retained their donors to date. World Animal Protection needed a way to communicate what animal welfare was in a way that did not alienate their existing audience but nevertheless demonstrated the importance of the new policy-level work that the organisation was doing to protect animals globally.
In the early days of the discussion around climate change, the Carbon Footprint became a practical way for everyone to engage in the debate and understand the impact that their lifestyle, choices and transportation had on the environment.
We created the concept of the Pawprint, a way to calculate the impact of your lifestyle on the welfare of animals. World Animal Protection wanted to apply the Pawprint to the area of food consumption so we created communications and a Facebook App which allowed people to answer questions about their lifestyle and then receive a Pawprint score which came with a unique visualisation in the shape of a paw print. People could then discover recommendations on how to improve their Pawprint score and were invited to engage in World Animal Protection’s policy work to reduce society’s Pawprint globally by signing a petition.
Over 100,000 people signed the petition.