“Every year, over 110 million animals are killed in U.S. labs for medical training and product testing,” Minjeong begins, setting the tone for the conversation. “These horrors have been known for a long time, yet people still don’t seem to care. Many people don’t empathize with animals the way they do with humans. They wave off the abuse simply because it’s happening to another species.”

This lack of empathy became the foundation for the Animals Anonymous campaign. Instead of using graphic imagery or guilt-driven tactics, the project gave animals a voice—a platform to share their experiences and stories of suffering, forcing people to see their abuse through a human lens.

“The goal was to shift the focus from species to experiences,” Minjeong explains. “We wanted viewers to connect with the emotional weight of the stories, rather than dismissing them because they were about animals.”

The campaign’s centerpiece was a digital platform where viewers could “hear” anonymous stories from animals abused in labs, circuses, marine parks, and more. Each story was paired with visuals designed to grab attention without overwhelming the audience. Users could also learn about which brands contributed to the abuse and discover alternative brands to support instead.

The challenge, Minjeong notes, was striking a balance between emotional resonance and audience accessibility.* “It’s easy for people to shut down when they’re overwhelmed by guilt or graphic content,”* she says.* “So, we focused on storytelling—making the animals’ voices raw and relatable, but never preachy.”*

The design itself reflected this balance. Minjeong used a minimalist aesthetic, with muted colors and clean typography, to keep the focus on the stories. Interactive elements allowed users to dive deeper into each story at their own pace, creating a thoughtful and personal experience.

The campaign’s unique approach paid off. Not only did Animals Anonymous resonate with audiences, but it also earned accolades from The One Club for Creativity, one of the most prestigious organizations in the creative industry.

“The One Club is known for celebrating the best of the best in advertising, design, and digital media,” Minjeong shares. “To have my work recognized there was an incredible honor. It’s not just about technical skill—it’s about creating work that pushes boundaries, sparks conversations, and makes an impact.”

For Minjeong, the recognition validated her belief in the power of intentional design. “Winning two awards from The One Club was a reminder that design can be more than just visuals—it can be a force for good. It was humbling to know that the campaign moved people and inspired action.”

Animals Anonymous also deepened Minjeong’s commitment to designing with purpose. “This project taught me how powerful storytelling can be, especially when it’s paired with thoughtful design,” she reflects. “It also reinforced the importance of empathy—not just in the stories we tell, but in the way we approach our audience.”

Looking ahead, Minjeong hopes to continue exploring how design can amplify underrepresented voices and create meaningful change.* “There’s so much potential in the intersection of design and advocacy,” she says. “I want to keep finding ways to connect with audiences and inspire them to take action.”*

Through Animals Anonymous, Minjeong Park didn’t just design a campaign—she created a platform for empathy, a reminder that even the smallest voices deserve to be heard.

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