The Humane Society is creating a new ad campaign to bring awareness about the cosmetic industry animal testing and the facts regarding what products still test on animals. Using bright reds across the campaign, the use of color and iconography catches the eye of the viewer and bold typography to draw the user in. The branding of the campaign is simple and clean and uses less illustration and photos to focus on the type. The campaign speaks to the viewer directly rather than just showing what is happening, it is telling the viewer what they can do about it. The audience is for anyone that uses cosmetics, not just for the face but body, so almost any consumer in the United States is apart of the target audience. The main message is to be aware of what you're using, it could be hurting animals. The tone is deliberate, distressing and bold that will have any consumer drawn to the print and media ads. This campaign  incorporates 3 print campaign advertisements, social media, a website, and a billboard that all follow the main message of the campaign and tone.