Description

At first, it seemed like a simple task: collect enough signatures to support a ban on fur farming. But in reality, trust was the biggest hurdle. “Invisible Animals”, a newly founded Bulgarian organization, faced skepticism—asking people to share personal data for a little-known cause from a group they had never heard of.

With only one mink farm in Bulgaria, the issue was practically invisible. Media coverage was minimal, public awareness was low, and political distractions dominated headlines. To cut through the noise, we needed something real—undeniable.

After months of searching, we found a former worker from the mink farm in Madjerito willing to testify anonymously. Their voice, disguised for safety, became the heart of a chilling campaign: “This is a cruel job.”

The campaign launched online with a powerful video. It was amplified by pet-loving influencers, social media ads funded through Google Grants, and our small but dedicated community. We transformed the witness’s story into a full multimedia experience: radio ads, posters, billboards near parks, and an 8-page "witness dossier" placed in pet clinics and salons—places where animal lovers naturally gather.
Despite being a small, new organization, we made the invisible visible.

Results:
73,000+ valid signatures via our platform
600,000+ video views
433,000+ website visits (avg. 7:04 min stay)
135 media features
The mink farm in Madjerito no longer exists

Credits

Angel Iskrev, creative director
Boyan Zlatarski, copywriter
Boyana Aleksieva, art director
Kristina Petrova, account manager