Brief: Fight speciesism (the notion that some species are worth more than others)
Insight: On the internet, some species are mostly displayed post-mortem
Solution: A campaign that changes pinterest algorithms
+ JANUARY 2023
I DON’T LIKE THIS PLACE. SAVE ME.
Solely constructed and used by us, the internet gives an unfiltered reflection on how humans see the world. For some species, this means that the very name we gave them means meat. A quarter of inner city children have never seen a cow, a sheep, or come face to face with a chicken, and studies show that people feel more empathy with animals that they are familiar with. But if you search for chicken, scallop or salmon online, the animals are nowhere to be found. Sadly, only food shows up.
This digital only campaign aims to change that, by saving animals – to pinterest boards.
Combining horror and cuteness we give animals a chance to convey a simple yet urgent message from someone who just realized that they are surrounded by their dead friends:
SAVE ME
By saving animal pictures to boards we can bring more living friends into the feed, and move actual animals ahead of their food counterparts in search rankings.
Saving animals, humans and pinterest from the speciesism that surrounds us.