Peta: Online fur shop

This case study explains how Peta, an animal rights non-profit organization, used an ecommerce platform to change people's behaviour when it came to buying fur in China.

Peta: Online fur shop

Agency: Y&R Shanghai

Objectives

Make fur purchases un-sexy leading to saved animal lives

In China every year approximately one hundred million animals are killed for their fur.

Thus, one of the most important tasks for PETA is to communicate their anti-fur message in a way that confronts people with the horrible reality of the fur trade.

Non-profit organizations have been stressing a 'Say No to Fur' agenda for years. Yet, the sales of fur continue to grow steadily in China. The advertisements and slogans like "No buying, no killing", as they stand are tired and overused...

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