How #SaveRalph raised awareness of cosmetics testing on animals in Southeast Asia

Cosmetics testing on animals was legal in every one of the campaign's target countries, and the practice happens out of public sight inside laboratories. Everyday beauty products are marketed as safe and desirable while the testing behind them stays invisible. Humane Society International's framing, which Vero worked from, was that one named character can stand for countless unseen animals, letting audiences witness the practice rather than read about it, because people connect with a specific character more readily than with statistics.

The hero asset was Save Ralph, a four-minute stop-motion mock documentary in which a laboratory test rabbit, voiced by Taika Waititi, describes his daily routine. HSI released the film globally with localised celebrity voices, including Vietnamese-language versions, and, by Vero's account, the agency then amplified it across Vietnam, Thailand, Indonesia, Singapore and Myanmar through public relations, government relations and KOL partnerships, with a Southeast Asia support message from Maggie Q.

The approach worked because localisation was built into the asset itself, making regional amplification a natural extension, and pairing awareness media with government relations matched HSI's legislative goal of moving lawmakers toward bans rather than stopping at reach. Content ran on TikTok and YouTube. Vero's page reports more than 56M TikTok views, more than 341 publications, a PR value above $2M and 18 top influencers. All claims about Vero's regional role and the figures come from the agency's own case study, and no engagement, coverage or policy outcomes for the Southeast Asian markets are independently documented.