What Is

What is PETA?

January 12, 2011 | Author: | Posted in Animal Care & Pets, Crime, Fashion, Marketing & Sales, Teaching

PETA stands for People for the Ethical Treatment of Animals.

People for the Ethical Treatment of Animals(PETA) has launched an outdoor campaign targeted at highlighting the cruel practices behind fashion.

Created by McCann Erickson Singapore, the outdoor campaign runs on 12-sheet poster sites throughout the island, advertising images of fictitious high fashion products such as belts and handbags being sold at “amazing prices”.

Each image of a fashion product has a barcode beneath it, and the poster invites passersby to scan the barcode with their smart phones to “discover a new dimension of shopping”. This leads to a free download of a Stickybits application on their phones which will show a video of how animals were tortured in the making of the product.

The video ends by directing the shopper to the PETA website, where they can find out more about cruelty-free shopping.

Celebrities Pamela Anderson and Joaquin Phoenix are featured narrating the videos.

Jason Baker, director, PETA Asia said that PETA hoped the edgy advertising would bring to attention the horrors of the leather and exotics industry. “Hopefully this smart phone campaign will make people into smart shoppers, and influence them to leave animal skins out of their wardrobes,” he said.

“The campaign blends technology and shopper psychology in a smart way to show fashion-conscious shoppers the ugly side of the beauty industry,” said Farrokh Madon, executive creative director of McCann Erickson Singapore.



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