Breaking news - Illegal wildlife trade in South Africa
Prize(s):
Honorable Mention 2026 Print & Digital / Book and Magazine
School / University Name:Vega School at Emeris
Lead Designer(s) Name(s):Tyla Hutchison
Other Contributor(s):Lecturer: Marijke Benade
Professor Name(s):Marijke Benade
Design Status:Prototype
Project Description:
The “BREAKING NEWS” campaign uses a newspaper-inspired visual style to highlight the scale of South Africa’s illegal animal trade. Centered on stories from survivors and secondary victims, it engages readers through magazine spreads that initially appear to focus on humans, creating shock and empathy. Complementing this, posters and billboards—with striking headlines, statistics, and disruptive elements like a caged parrot—raise awareness in public spaces while driving audiences to the campaign website for more context. The approach combines storytelling, surprise, and visual disruption to communicate that “the black market has no boundaries.”
The “BREAKING NEWS” campaign uses a newspaper-inspired visual style to highlight the scale of South Africa’s illegal animal trade. Centered on stories from survivors and secondary victims, it engages readers through magazine spreads that initially appear to focus on humans, creating shock and empathy. Complementing this, posters and billboards—with striking headlines, statistics, and disruptive elements like a caged parrot—raise awareness in public spaces while driving audiences to the campaign website for more context. The approach combines storytelling, surprise, and visual disruption to communicate that “the black market has no boundaries.”
Project Innovation / Specification:
The innovation of the “BREAKING NEWS” campaign lies in its unconventional storytelling and immersive visual strategy to raise awareness about the illegal animal trade. By presenting victims’ stories in a way that initially appears human-focused, the campaign disrupts audience expectations and evokes empathy. The use of newspaper-style design, visually striking posters, and a physically interactive billboard (with a caged parrot) merges traditional media aesthetics with experiential elements, creating an emotional and memorable engagement. This combination of narrative perspective, design disruption, and interactivity transforms a public awareness campaign into an innovative, thought-provoking experience that prompts action and reflection.
The innovation of the “BREAKING NEWS” campaign lies in its unconventional storytelling and immersive visual strategy to raise awareness about the illegal animal trade. By presenting victims’ stories in a way that initially appears human-focused, the campaign disrupts audience expectations and evokes empathy. The use of newspaper-style design, visually striking posters, and a physically interactive billboard (with a caged parrot) merges traditional media aesthetics with experiential elements, creating an emotional and memorable engagement. This combination of narrative perspective, design disruption, and interactivity transforms a public awareness campaign into an innovative, thought-provoking experience that prompts action and reflection.
Project Sustainability Approach:
The “BREAKING NEWS” campaign promotes sustainability by fostering long-term awareness and behavioral change regarding the illegal animal trade. By engaging audiences emotionally and intellectually, it encourages responsible attitudes toward wildlife and discourages participation in the black market. The campaign’s multi-platform approach—magazines, posters, billboards, and the website—ensures ongoing visibility and reach, allowing the message to continue educating the public. Through empathy-driven storytelling and interactive design, it cultivates a culture of wildlife protection that can have lasting impact on conservation efforts in South Africa.
The “BREAKING NEWS” campaign promotes sustainability by fostering long-term awareness and behavioral change regarding the illegal animal trade. By engaging audiences emotionally and intellectually, it encourages responsible attitudes toward wildlife and discourages participation in the black market. The campaign’s multi-platform approach—magazines, posters, billboards, and the website—ensures ongoing visibility and reach, allowing the message to continue educating the public. Through empathy-driven storytelling and interactive design, it cultivates a culture of wildlife protection that can have lasting impact on conservation efforts in South Africa.
Local and Regional Impacts of the Project:
The “BREAKING NEWS” campaign raises awareness of the illegal animal trade across South Africa, targeting both urban and regional communities. Locally, it engages millennials and the general public through disruptive magazine spreads, posters, and billboards, creating empathy for victims and prompting behavioral change. Regionally, it supports conservation and anti-trafficking initiatives by highlighting the scope and consequences of black market activities, encouraging communities, schools, and organizations to take action. The campaign strengthens public understanding of wildlife protection, positioning responsible attitudes toward animals as a shared cultural and ethical value.
The “BREAKING NEWS” campaign raises awareness of the illegal animal trade across South Africa, targeting both urban and regional communities. Locally, it engages millennials and the general public through disruptive magazine spreads, posters, and billboards, creating empathy for victims and prompting behavioral change. Regionally, it supports conservation and anti-trafficking initiatives by highlighting the scope and consequences of black market activities, encouraging communities, schools, and organizations to take action. The campaign strengthens public understanding of wildlife protection, positioning responsible attitudes toward animals as a shared cultural and ethical value.
Lead Designer(s) Name(s):Tyla Hutchison
