The aim of this project was to raise awareness around the issue of illegal dumping in my region. I created a world where the local ecosystem was poisoned by toxic dumping. The animals, birds and insects in the region began to mutate as a result. The campaign is called A New Breed. The intention is to provoke the general public to elicit shock and an emotional reaction, thereby raising awareness around the issue of illegal dumping. There would be a guerilla campaign that would include building massive models of the animals and positioning them around the town overnight, along with a poster campaign. The campaign would culminate in an exhibition that would invite the locality and include speakers who would talk about and educate the audience on the dangers of illegal dumping etc.