A visual storytelling campaign created during my university studies exploring the issue of animal testing and the role consumers play in creating change.

The project centres on Rabbit93, a rabbit subjected to cosmetic product testing, and the scientist responsible for conducting the experiments. While Rabbit93 is the protagonist, the true hero of the story is the reader. The campaign positions everyday purchasing decisions as a simple but powerful way to challenge the practice of animal testing.

The concept uses narrative to transform a complex issue into a personal one. By following Rabbit93's experience, readers are introduced to the realities of animal testing, the impact it has on animals, and the alternatives that already exist. The story culminates in a clear call to action: choose cruelty-free products and support brands committed to ethical testing practices.

An illustration-led visual language balances seriousness with optimism. Textured linework, handwritten typography and a restrained colour palette create a human and approachable tone, helping communicate a difficult subject while reinforcing a message of hope and positive change.