Problem:
Despite being illegal for 180 years, Dogfighting is a growing issue in the UK, with a 400% increase in the last 3 years.
What started off as a problem associated with farmer-boys, dogfighting has now become a problem in major
UK cities... but why? Apart from being highly lucrative to those who engage with it in a professional manner, the maximum sentence for a convicted Dogfighter is just 6 months; hardly enough to discourage potential criminals from engaging with what seems like 'another sport'.
However, most sane humans know that dogfighting is sick, and cruel beyond belief. These dogs are forced to run for up to five hours daily to build up stamina, often have their teeth sharpened with files and are taunted and starved to build up anger. To avoid vets discovering activity, medical treatment is done on the sly and is unsophisticated.
Solution:
I presented dogfighting in the same way it's seen by
those involved: as a sport. A newspaper supplement
with real dogfighting articles, designed to blend into
UK tabloids will not only educate people about the growing issue, but shock people into action.
THE NEWSPAPER
A pull out poster reads initially as murder until you see at the base of the pull quote 'Sports report continues on page...'
The vast majority of people get sports news quickly online. I created sport sections that would then send people directly to the website, where they realise what dog-fighting has become, it isn't a sport and how they can make a change.
Once clicked, the dogfighting section will take you to here:
The visual style is continuous throughout the brand. By using yellow, the sport has a sence of optimism and looks normal, but alongside black, the visual style suggests danger. The typeface I created is
an 'injured' version of Franklin Gothic, and comes in two weights:
Featherweight and Heavyweight.
