Does farming have to be a dirty business?
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Compassion in World Farming (CIWF) is an animal welfare charity with a unique focus. They believe that cruel factory farming practices – the biggest cause of animal suffering on the planet – must end now. And they think that this vision deserves a strong and distinctive voice, not least in their supporter magazine, Farm Animal Voice (FAV). CIWF wanted a coffee-table-worthy publication capable of showcasing their work whilst empowering readers to become compassionate consumers.
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A successful magazine must always be tailored to its audience, so we started by analysing the target market. Guided by the results, we developed a set of interchangeable templates for consistency and injected a palette of bright, inspiring colours to attract some attention. And we also added some supporter-supplied imagery to help engage the public, plus a bank of graphics to depict different levels of information and data.
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The two new-look issues in 2011 have seen a 26% increase in supporter response compared to the average response rate enjoyed by the previous design. Which hopefully means CIWF are gradually moving closer to their vision of a food system that is truly kind, caring and honest. And a world where farm animals are treated with the compassion and respect they deserve.
Compassion in World Farming