The campaign “Dog Prisoners” aimed at raising awareness of the conditions under which dogs are kept for display in pet shops. Female dogs in particular are often held there under poor conditions, forced to keep giving birth to puppies that can be sold at low prices yet maximum profit. Uniting many different products under one design line, the concept informs about the dark aspects of the pet industry through easy-to-understand diagrams and pictograms. The message is consistently translated into many communication media. Dog collars, dog coats, stamps and business cards all promote the message of a more respectful coexistence between humans and pets.