This report provides a comprehensive review of a communications campaign, specifically focusing on The Body Shop's efforts to promote its stance against animal testing. The report delves into various aspects of marketing, including the importance of marketing campaigns in defining goals and target audiences, as well as analyzing the promotional mix elements, such as advertising, personal selling, sales promotion, public relations, and direct marketing. The analysis examines The Body Shop's advertising strategy through its animal testing video campaign, discussing its advantages and disadvantages. It identifies the non-personal communication channel, specifically broadcast media, used to convey the message. Furthermore, the report explores the message conveyed, the target audience (cosmetic users, especially women), and the application of the AIDA marketing model (Attention, Interest, Desire, Action) in achieving the campaign's objectives. Finally, the report suggests a method for measuring the campaign's effectiveness through online surveys. The report is available on Desklib to help students with their marketing studies.