Problem: PETA is an organization committed to advocating for the ethical treatment and rights of animals; however, their tactics often fail to resonate with their desired audience.

Solution: To better engage and empower consumers, PETA introduces a new feature in their app enabling users to scan clothing barcodes. The app labels products as "kind" or "cruel" based on their use of animal products. For "cruel" items, it generates protest emails to brands, promoting consumer activism - putting these Brands Behind Bars.

Awards: Young Ones 2023 Merit Award