Humane Society International

Change That Sentence

Campaign imagery built on a direct visual metaphor: animals compressed into forms that reflect the conditions they’re kept in.

Chickens, pigs and calves are rendered as dense, block-like bodies—removing space, movement and any sense of relief.

Each image was constructed against a clinical white background, keeping the composition restrained and allowing the idea to carry the message.

The campaign ran across print, outdoor and digital, paired with the line “Too many animals are sentenced to intensive confinement worldwide. Change that sentence.”

The work contributed to a change in funding language from a major financial institution.