Facebook ads created for the International Fund for Animal Welfare (IFAW) to use in a 2016 campaign in support of the Big Cat Public Safety Act, a piece of legislature aimed at stopping cub handling and pay-to-play operations with tigers, lions, and other large carnivores.
My approach was to create simple images that could spark just enough curiosity to halt someone’s scrolling inertia. If you can generate that moment of intrigue or confusion that causes the viewer to take pause and look for the added context, then you’ve cleared the largest hurdle.
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