In May 2014 Loomus started a campaign “Iʼm on the side of animals!” to support the attempts to ban fur farming in Estonia. For the first time in Estonia, 20 local celebrities publicly stepped up against fur farming. The basis of the campaign is a photo series of 20 celebrities with pets.

The campaign photos were first published on May 14 in the most popular Estonian weekly newspaper Eesti Ekspress. The photo series was also aired in cinema Sõprus in Tallinn before the film screenings. The photos were displayed in the cinema Sõprus hallway and at the Von Krahl Theatre in Tallinn. From June 16 until the middle of November, the photo exhibition is open in the pedestrian tunnel of the Tallinn Freedom Square.