Your Cruelty Footprint
Animals are the victims of humans’ willful ignorance and unchecked superiority complex, so we created a test to make people confront their cruelty.
LOWERING YOUR SCORE
Once users learn their score, they will be directed to ways they can lower it.
A Chrome extension to flag bad choices.
And an Amazon storefront to curate good ones.
Plus, a print ad campaign that shines the light on retailers that continue to stock products that harm animals.
Once you look your cruelty in the eye, you won’t be able to look away.
Copywriters: Morgan Conley and Ruby Kenney
Art Directors: Kelsie Edwards and Michael Regan