In partnership with the Association for the Protection of Fur-Bearing Animals and the Montreal SPCA, LUSH created a false website to sell fur clothing on sale. They want to end commercial fur trading by reaching to the best audience possible, people who love fur clothing. Once they want to buy something on the fake website they are redirected to a dedicated #MakeFurHistory website which shows them the real horror behind animal cruelty in the fur industry.
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