We helped The Body Shop achieve its goal of obtaining 8 million signatures for its UN petition to abolish animal testing worldwide by activating the combined followers of passionate celebrities and influencers through the #ForeverAgainstAnimalTesting campaign
The Body Shop was a pioneer of social change. But over the years, younger players like Lush emerged as alt-voices of authority in the realm of high-street beauty brands with a conscience. Body Shop wanted to reclaim its role as leader in ethical beauty, so it launched a global campaign with non-profit Cruelty Free International to ban animal testing in all cosmetic products and ingredients by 2020.
The Body Shop aimed to enlist 8 million people to sign an online petition before taking this ground-breaking initiative to the highest authority—the UN. Once there, it will request an international convention banning global cosmetics testing on animals permanently.
ITB engaged talent and influencers on a macro and micro scale to amplify the brand’s “Forever Against Animal Testing” anthem and catalyze a global social movement.
We created identifiable social content and a clear call to action that was unique, easy to replicate, applicable to all ages and community oriented. The “bunny ears” pose was designed to drive participation amongst the audience on social media, encourage UGC and create a community of eager participants to drive petition-page traffic. Talent and influencers shared images holding the pose and wore t-shirts emblazoned with “Forever Against Animal Testing” message.
Talent was selected based on social, environmental and ethical values The Body Shop shares to ensure the alliance was genuine. Sample high-profile participants included: Jhené Aiko, Sadie Sink, Adrien Grenier, Kelly Osborne, Maisie Williams, Ariel Winter, Natalie Emmanuel, Gemma Chan, Bar Rafaeli, Dalal and Megababy.
The results were phenomenal. The campaign reached its goal and brought a record-breaking 8.3 million signatures to the UN in New York. Thus, creating a global framework to end animal testing, while advancing the United Nations’s sustainable development agenda.