Bear Sanctuary Ninh Binh is a bear sanctuary in Ninh Binh, Vietnam established by FOUR PAWS, the global animal welfare organisation for animals under direct human influence, which reveals suffering, rescues animals in need and protects them. Four Paws
wants to raise awareness about the process of how bear bile is extracted and encourage consumers to switch to more sustainable alternatives. The design challenges are to make the campaign resonate with the motivations and core values of multiple age groups, being consistent over the different media forms of the deliverables and incorporate the various tone of voices into the deliverables.
