Bear baiting and hunting are cruel and sadistic practices. One Protest has been working tirelessly for years to put an end to these atrocities, so when they came to us to create a PSA we were excited about helping them with their crucial mission. AWM worked collaboratively with OP to come up with a concept for a PSA that would resonate with and have an emotional impact on viewers, and we decided on an animated treatment.

The premise: we grow up loving bears, so why do some of us end up wanting to kill them?

AWM worked with South African animation house Impact Animated Video to come up with an artistic yet simple approach, and together with some powerful messaging, the result was this moving PSA.