For the upcoming phase of the research, I’ll be delving deeper into the overarching theme of animal welfare and its communication. My previous research still left some questions unanswered. To kickstart this phase, I’ve designed a survey to gauge public sentiment and engagement regarding animal welfare.
The survey covers a range of topics, including general attitudes towards animal welfare and personal involvement. Additionally, I inquire about participants‘ experiences with advertising related to animal welfare and its emotional impact. With a trigger warning, I present four images depicting various scenarios commonly found in animal welfare advertising or on social media platforms. My goal is to discern participants‘ perceptions of acceptable content and the boundaries therein.
In the following post, I will provide a summary of the survey results.
Moreover, I plan to conduct interviews with members of SOKO Tierschutz to gain insights into their real-world experiences. Additionally, I intend to engage with individuals from Bauernbund to understand the perspectives of farmers. Due to recent campaigns highlighting issues within the industry, many farmers have found themselves unfairly portrayed as animal abusers, despite not being involved. It’s crucial to examine the multifaceted impact of communication strategies surrounding animal welfare on various stakeholders.
For further experimentation and exploration, I am considering conducting eye-tracking experiments and in-person testing of diverse campaign materials. However, the insights gained from the survey will guide the selection of additional experiments. A/B testing with different designs also presents an intriguing option to refine our understanding and inform design decisions for future iterations. Furthermore, I aim to compile a comprehensive collection of visual and verbal materials already in use, supplementing theoretical research on provocative marketing and advertising. Identifying gaps in current animal welfare communication strategies is essential for developing targeted interventions. To see what exactly should be designed – what it needs to communicate the topic in the best and most efficient way. Does it need a new great branding or is it about the distribution of information – what is the most trustbuilding method etc..?
