How to Train Your Elephant is a children's book created for PETA as part of an awareness program to bring to light the inhumane treatment of elephats by Barnum & Bailey's circus. The books were deceptive in their appearance, emulating colorful children's stories, but the content inside revealed the shocking reality of life in the circus for elephants.
Books were printed and distributed in children's bookstores in the hope that the design woud encourage parents to pick up the book. Once they became compelled to investigate further the animal rights abuses would be illuminated by the images and text within.
Credits: Copywriter, Evan Thompson.
Recognition: Silver Medal, London International Design Awards