PETA: 98% human

This case study describes how PETA (People for the Ethical Treatment of Animals) reduced the use of primates for entertainment purposes in the USA.

PETA: 98% human

BBDO New York

What were the objectives for the creative work?

People for the Ethical Treatment of Animals (PETA) is the largest non-profit animal rights organization in the world. With their three million members and supporters, PETA works to end animal suffering in four sectors where animal cruelty exists: factory farming, clothing trade, laboratory research, and the entertainment industry.

In 2011, PETA approached us with a challenge: Reach out to influencers in the creative community and compel them to stop using primates in the content they create.

From there, we created the following objectives:

BUSINESS OBJECTIVE:Reduce...

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