PETA - Animals Used for Clothing

2023 Young Ones Student Competition

Category: Advertising Campaign
Brand: People for the Ethical Treatment of Animals (PETA)
Topic: Animals Used For Clothing

Background
PETA is urging everyone to cast off the clothing industry’s desire for consumer complicity, to acknowledge all animals’ right not to be tormented or killed for clothing, and to join us in rejecting speciesism, a form of discrimination perpetuated by humans, based on species. This dangerous mindset is what allows the fashion world to get away with the torment and slaughter of billions of animals. PETA has released dozens of videos revealing that workers hit, kick, and mutilate gentle sheep for their wool; burn, electroshock, beat, and slaughter cows for leather; yank out the feathers of ducks and geese by the fistful for down; and commit countless other atrocities. In addition to subjecting billions of animals to lives of torment and slaughter, the production of animal-derived materials fuels the climate catastrophe and causes land devastation, pollution, and water contamination.

Target Audience
People who aren't vegans, who aren't animal rights activists, who might have pets, and who don't know about PETA.

Challenge
- Show the audience that wearing animals is a cruel practice, incompatible with the virtues of living ethically and sustainably
- Raise awareness about animal cruelty
- Provide consumers with ethical alternatives

The Big Idea
"Dress with ethics, not animals."

CREDITS:
David Dao: Art Director & Copywriter
Kristen Pugliese: Copywriter
Obaidullah Jan: Art Director