World Animal Protection
The Bigger Picture
Every day, more than 550,000 wild animals suffer for tourist entertainment. Yet thousands of photos of elephant rides and wildlife selfies are posted on Instagram without any awareness of the cruelty behind them. Most tourists don’t intend to support animal suffering; they simply don’t see the bigger picture.
Working with World Animal Protection, we created The Bigger Picture, a digital campaign designed to turn unintentional harm into informed behaviour. By reframing familiar “holiday moments” and revealing the reality behind them, we made people conscious of the role they play in a wider, hidden problem and turned them into World Animal Protection’s biggest supporters.
The campaign didn’t just reach tourists, it reshaped platform behaviour. Following the launch of The Bigger Picture, Instagram introduced warnings that alert users to the risks of animal cruelty when searching for or posting wildlife entertainment content. A clear example of how insights and campaigning can scale awareness far beyond paid reach, influencing user behaviour at a global level.