Website: We would create a website mimicking a genuine service offering quotes for pet fur and remuneration for ‘unwanted’ pets.

Posters: We’d then display posters with the intention of driving traffic to the website and increasing awareness.

Petition: We would start a petition asking for the website to be taken down.

Buzzfeed: To further increase ‘buzz’ around the campaign as well as direct people to our petition,
we would partner up with Buzzfeed to create an article compiling outraged social media posts.

Independent: For the reveal, we would send all petition signees e-mails revealing Fur for Animals as the creators of the website and pleading with readers to
acknowledge that real fur is unethical, regardless of provenance. Readers would also be encouraged to keep the subject going on social media with the hashtag #furisfur.