The Humane Society is creating a new ad campaign to bring awareness about the cosmetic industry and it’s testing of products on animals. Using bright red across the campaign, the use of color and iconography catches the eye of the viewer, while bold typography is used to draw in the user. The branding of the campaign is simple and clean, while using some targeted illustration and photos. Rather than just showing what is happening with the industry, the campaign is designed to speak to the viewer directly, and educate them with respect to actions they can take that will make a difference. The audience is anyone that uses cosmetics, not just on the face but on the body; hence, almost all consumers in the United States are part of the target audience. The main message is to be aware of what you are using, and the negative impact it can have on animals. The tone is deliberate, distressing, and bold, which will draw consumers to the print and media ads. This campaign incorporates three print campaign advertisements, social media, a website, and a billboard, which all follow the main message of the campaign and tone.