Throughout the history of the anti-fur campaign we've seen tons of bloody imagery, fur-shaming and abuse. This type of communication alienates those who wear fur for cultural reasons and frames anti-fur activists as rude and barbaric. This approach works against Russian women who adore fur as the ultimate signifier of their femininity. They upload photos in fur to attract more attention to their accounts on dating apps. And to change their attitude towards fur, we launched a very humane campaign that will strike a chord in their heart: we offer them to #SwapFurForLove. Isn't love what we all want?