This live campaign at peta2 that I helped create while I worked there strategically blends the allure of mysticism with animal advocacy. By tapping into the popular appeal of astrology, tarot, and fortune-telling, we transform traditional animal rights messaging into cosmic revelations.

Suggesting that caring for animals isn't just compassionate—it's part of one's spiritual destiny.

This magical approach creates shareable content that expands peta2’s reach beyond typical animal welfare audiences, drawing in the spiritually curious and revealing their cosmic purpose as animal guardians.