World Animal Protection: Don't be fooled by a smile

World Animal Protection (WPA), an animal welfare organisation, set out to pressure travel industry giants to stop promoting dolphin entertainment with its campaign Don't Be Fooled by a Smile.

Campaign details

Brand: World Animal ProtectionAdvertiser: World Animal ProtectionAgency: Different KettleCountry: UK

Campaign Overview

Don't be fooled by a smile

Dolphins are among the most intelligent animals in the world but many suffer due to travel and leisure operations. The mission was to build a movement of people whose outrage would end the suffering.

Strategy

Travel industry giants such as Expedia promote dolphin entertainment – a $5.5bn industry – as innocent family fun. To make their job easier, dolphins even look like they're smiling. But the reality is something far darker. To end...

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