Playful interactions and storytelling become a powerful conduit for educational-entertainment experiences aimed at informing and critiquing social issues. In this paper, we describe the design of a transmedia experience, which uses its separate channels to deconstruct a complex social issue, while maintaining a coordinated and consistent story experience. Tell a Tail explores the welfare issues of companion animals through (1) a branching comic book extended with Augmented Reality scenes, and (2) an immersive 360$$^{\circ }$$∘ documentary about the rescue of abandoned companion animals. Our contribution is the rationale and design of an initial working prototype of the transmedia experience. Initial pilot evaluations revealed that the prototypes were well received, with participants praising the content and the medium used to deliver it. Through reflection on findings of the pilot studies and design decisions of the prototypes, we delineate how the affordances of different XR technologies can be used to inform and raise awareness of a social issue.