The Body Shop
The Body Shop, together with Cruelty Free International,launched a colossal effort on June 1st, 2017 to garner 8 million petition signatures to finally put an end to animal testing in cosmetics worldwide.
ITB was engaged to secure Talent and Influencers to help catalyse a global movement through an organic social campaign designed to drive awareness and participation from their collective following.
Jhené Aiko, Adrien Grenier, Kelly Osborne, Maisie Williams, Ariel Winter, Gemma Chan, Bar Rafaeli, Dalal and Megababy were among those that ITB engaged to join the movement, donning their "bunny ears" on their social channels to show their support for the cause.
Talent were selected based on the values they hold which align with those of The Body Shop, making their alliance with the brand and the cause genuine, organic and authentic.
With a combined Instagram audience reach of over 25 million, the Talent posts helped to generate a huge amount of momentum for the initiative, with over 1.5 Million signatures captured in the first month of the campaign being live.
The bunny ears gesture quickly caught on as well, with thousands of earned and organic posts from consumers and influencers around the world appearing under the hashtag #foreveragainstanimaltesting.