Project PAWs
This project raises awareness about the cruel dog and cat meat trade in Asia, highlighting the suffering these animals endure during capture, transport, and slaughter. Using postcards as a direct mail campaign, the goal was to create a visually impactful and memorable message that engages the public and encourages action, demonstrating how creative design can support important nonprofit initiatives.
Every year, millions of dogs are brutally transported across Asia to meet the demand for dog meat. Violent methods are used to capture, transport, and slaughter these animals. Many are stolen pets, while others are illegally trafficked from streets and rural communities. Countless dogs and cats die from suffocation, dehydration, or heatstroke before reaching their final destination. This ongoing issue demands greater awareness and urgent action.
For this campaign, postcards were chosen as the primary direct mail piece. They provide strong response rates and a unique opportunity to combine creativity with messaging. In order to engage consumers on critical issues, impactful and memorable communication is essential, making direct mail an effective tool for nonprofit organizations seeking to make a difference.
Postcard Design
Initial Sketches
The illustrations depict a dog and a cat sleeping on a plate, subtly implying that they are being presented as the meal. The hand-drawn, cute illustration style is intentionally chosen to capture attention without resorting to graphic or disturbing imagery. Each postcard delivers a clear and concise message, guiding the viewer toward a single call to action through focused headlines, subheads, and body copy. The visuals serve as the initial hook, encouraging viewers to flip the card and engage with the full message on the reverse side.
Poster Design
Merchandise Design