Created with AdBusters in mind, Conscious Consumers is a campaign which aims to move its viewers to seek truth and create a healthier world for both themselves and the animals. The meat industry isn't pretty, so why are most campaigns for the humane treatment of animals full of happy cows and lots of bright green? The design of this campaign was inspired by the reality of the lives of millions of animals who suffer on behalf of man. It's stressed, disorderly, and cramped to create enough visual strain to convey the concept, but not so much to distract the viewer from the content.