The campaign was all set around a very strong visual of JCVD holding a skinned mink in his arms with the title "The Victims". Very similar to those traditional big movie posters of action heroes.
The campaign was launched on the parking lot of Belgium's biggest cinema complex, Kinepolis Brussels exactly one day before the Day of the Animals, October 3rd 2011.
Each year in Belgium, about 150 000 minks are raised in farms for their fur. Locked in small dirty cages, most of them display neurotic and aggressive behavior before being gassed and skinned after seven to eight months and finish in some jacket or shoe. People don't realize an animal died because of their tasteless taste.
GAIA not only wants people to stop wearing fur, but also wants a law to stop the breeding program in these mink farms.
What we did.
We wanted to get as much exposure as possible with limited budget and sometimes, a simple visual gets strong interest from bloggers and journalists. It needs stopping power, has to be to the point and has to fit with the message.
This would-be film picture was printed on a large poster of 180m2 and another on 58m2 and travelled around 6 big cities in Belgium, the birthplace of Jean Claude Van Damme. During that road trip, it sparked conversations and increased awareness of the cruelties that happen in these mink farms.
A press release with these pictures was distributed to press contacts on the day of the launch.
What we got.
GAIA got national press coverage, both in newspapers and magazines and during radio broadcasts. The CEO of Pelsland, the biggest distributor of fur, even made a parody further extending lifespan of the campaign.
Large public became aware of the problem and helped put pressure on the political powers.