So we have been asked to pick a campaign in regards to the value of marketing. One campaign that has stuck in my mind was from PETA. This has lead me to research and become more aware of what PETA people really stand for in their campaigns and the reasoning behind the image.
For those who don’t know what PETA is, PETA stands for
People for the
Ethical
Treatment of
Animals
Most people have come across this organization at some stage with their “I’ld rather go naked than wear fur” campaign where in the eye celebrities bare all to make a statement.
The "Naked" Campaign began several years ago when demonstrators—both male and female—marched behind a huge banner proclaiming that they would "rather go naked than wear fur." More "naked" demonstrations were held all over the world, the idea caught on, and we started receiving offers from celebrities, including Christy Turlington, Marcus Schenkenberg, Kim Basinger, designer Todd Oldham, and Pamela Anderson to participate. Interestingly, we began receiving complaints about this campaign only after professional models and actors joined it, which we conclude to mean, among other things, that celebrity participation helps us reach more people.
These campaigns have great slogans, its whimsical, great imagery with new and innovative photoimaging.
Recent Campaigns
I’ld rather go naked than wear fur
Ink not mink
Vegetarian/Vegan
These campaigns were marketed at the x and y generation by using celebrity endorsements to encourage people to not just think that skinning animals is cruel, but to actually research and learn about the process of skinning, torture, genital mutilation that goes on to create these items of clothing. The process is very graphic. So far the campaigns that PETA have brought out have been quite soft incorporating slogans with airbrushed studio glamour shoots.
Recently PETA put out a campaign with the Veronica’s. The media did not positively take this campaign. It was slandered to the point that the campaign had been banned. But what was so different to their normal marketing campaigns? Reality.
Amelia Satoor
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