This live campaign at peta2, which I helped create while I worked there, solved a big problem: how to make the scary (and often upsetting) topic of animal advocacy into something accessible that would inspire people to take action?

The “Your Sign” campaign strategically taps into the popular appeal of astrology, tarot, and fortune-telling to transform traditional animal rights messaging into cosmic revelations.

Suggesting that caring for animals isn't just compassionate—it's part of one's spiritual destiny.

This magical approach creates shareable content that expands peta2’s reach beyond typical animal welfare audiences, drawing in the spiritually curious and revealing their cosmic purpose as animal guardians.