PETA: Behind the Leather

Sasipa Mongolnavin

PETA, the animal welfare charity, raised awareness of the leather trade in Thailand by using shock tactics that generated social and earned media coverage.

Campaign details

Brand: PETA - People for the Ethical Treatment of AnimalsBrand owner: PETA - People for the Ethical Treatment of AnimalsLead agency: Ogilvy & Mather Advertising BangkokCountry: ThailandIndustries: Charities & voluntary organisationsMedia channels: Events & experiential, Online display, Online video, Packaging & design, Social media, Websites & microsites

Executive summary

In Thailand, animals are skinned and processed to become luxury leather goods for fashion consumers. The market is predicted to continue growing because both men and women perceive luxury leather goods as a reflection of their style and...

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