Case Study
Australian Association for Humane Research Inc.
The Australian Association for Humane Research Inc. is an information service attempting to bring to the attention of the public the ethical and scientific arguments against the continued use of animals in research and to counter the false claims made by the animal research lobby for over a century.
AAHR is strongly opposed to the use of animals in research on both ethical and scientific grounds. They maintain that real medical progress can only be made through studying our own species and abandoning the use of animal experiments.
Requirements
The Australian Association for Humane Research had a challenging task ahead of them. Covering an issue that many people shy away from (animal experimentation) they needed an image that portrayed compassion yet retained their credibility within the scientific community.
The challenge that faced AAHR was that animal experimentation is a grim issue.
AAHR wanted to change peoples attitude to animal research; instead of it being an awful issue that most (caring) people would turn away from, they wanted it to be seen as a simpler issue that people were happy to discuss and comment on. The problem was that the people who care most about animals don’t want to get involved and oppose it because the issue upsets them. For this reason, it was decided that graphic pictures were not appropriate.
The visual had to be appealing but not too distressing; this was the medium ground that they required.
Overall requirements were:
- a more modern look
- not to look dreary, bland or grim
- needed more life
- to appeal to lay people
- not too extravagant-looking as they are a charity
An existing logo was provided. The colour scheme of the logo was maintained as the green colour conveyed fertility/life/growth emotional association.
Services Provided
- Create & ensure consistent overall visual identity across all promotional mediums.
- Image representation
- Provide print newsletter template (AAHR produces it own newsletter from the provided template resulting in considerable cost savings)
- Promotional postcards
- Vertical banners
- Magazine & newspaper ads
- Posters
- Stationery design
- Web design & maintenance
- Hosting & domain management
Results
- An overall visual identity that conveyed a more positive outlook. The monkey (& dog) image provided an emotional visual and have become an integral part of the AAHR visual identity.
- Implementation of online donations.
- News updates keeping the public informed on Recent campaigns, fund raising, fact sheets, & articles.
- Increased public exposure - A significant increase in website visits due to Search Engine Optimization
- A maintained comprehensive list of charities that do not support the use of animal based research.
- Domain Name Registrar & Hosting Consolidation/Management resulting in:
- Yearly hosting & registration fees reduced by two thirds.
- Simplified annual billing achieved by avoiding multiple accounts with various registrars.
- Reduced risk of allowing domain names to lapse without renewal notification.
Testimonial
“The result has been incredible. Our members have complimented us on our new-look confirming they now take greater interest in the information we provide and have been inspired to become more involved in our activities. We have also attracted many new members and supporters to our organisation. Being a charity, we do not have a large budget for advertising and promotion. Hyperchromatics have provided us with a professional service that we would ordinarily be unable to afford.”
Helen Rosser - AAHR