Cooped up at Christmas

I have had the pleasure of working with The Humane League UK on a number of projects to date. Towards the end of 2021, they asked me to support them with their Christmas fundraising appeal - Cooped Up At Christmas. The Humane League UK are campaigning to end the use of cages for farmed animals in the UK and around the world. Over 300 million farmed animals are confined to cages in Europe and there were over 14 million hens cooped up in UK cages for Christmas 2021. These hens have so little space that even their most basic natural behaviours - like wing-flapping - are severely restricted. This campaign was focusing on these 14 million cooped up hens, as well as rescued hen Beatrice, who is now living a better life with Animal Welfare Specialist, Mia Fernyhough. Project Support Having a background in leading digital projects, as well as content creation, THL UK asked me to be an extension of their team, take some of the pressure of their existing team members and help them get ready for this campaign. We started with a visual identity for the appeal, which focused on a sad hen (similar to Beatrice) cooped up behind bars. This design went through a number of revisions before we settled on the final identity. This graphic was used across digital platforms including social media to promote the campaign and was also turned into an engaging gif to share the appeal message. We then moved onto establishing what the key messages for the campaign were and writing the campaign copy for their digital channels, which included the appeal website page, email journeys, and social media. Finally we designed a print and digital Christmas card that could be send to key supporters and team members, which tied in with the appeal. This featured Beatrice to showcase what life could look like for these hens.