Serial Killer

This disease awareness campaign reframes neonatal lamb scour as the prime suspect in a rural crime drama. Using the visual language of detective procedurals and murder-mystery storytelling, the campaign follows an “investigation” where the evidence is undeniable: delayed colostrum, poor hygiene, dehydration, and late intervention. Each clue reveals how scour operates — and how it can be stopped. Rather than presenting scour as an unfortunate inevitability, the campaign positions it as a solvable case. The tone balances dramatic tension with practical education, transforming prevention protocols into decisive actions that “catch the killer” before another lamb is lost.