Humane Society International has been fighting for the closure of precious fur farms for decades. And they're always looking for better ways to communicate their cause, rather than just showing shocking footage. 

When the time came to do a campaign for HSI Poland, we decided to hit the Poles where it really counts by addressing their national pride. Thus Discover Poland was born: a faux tourism campaign showing how precious fur farms are becoming a cynical and repulsive "cultural heritage" for Poland (one of the last countries in Europe where they are not banned). Because it is about time we realized that when we harm animals, we harm ourselves. And it is up to us to change that.

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