This blog post is to say thank you to PETA (People for the Ethical Treatment of Animals) for all the hard work that they have done over the years for all animal rights. You have mobilised the world to take action and created change. Together our fight will continue as we ensure that ethical changes are made but also upheld.
Founded:
PETA is a non-profit organisation founded in Virginia, American, on March 1980 by Ingrid Newkirk; who was raised in Surrey England and she is still the president of the organisation today for almost 35 years. According to the 2007 HBO, ‘I Am an Animal: The Story of Ingrid Newkirk and PETA‘, documentary, the organisation had employed around 300 people and had an annual budget of $25 million dollar, generated mainly through donations. PETA also claim to be the largest animal rights group in the world with over 5 million global members signing up to their organisation in order to stay updated.
Mission:
“Like humans, animals are capable of suffering and have interests in leading their own lives; therefore, they are not ours to use – for food, clothing, experimentation, entertainment or any other reason. PETA and our affiliates around the world educate policymakers and the public about cruelty to animals and promote an understanding of the right of all animals to be treated with respect.”
“PETA works through public education, research, legislation, special events, celebrity involvement and protest campaigns. PETA believes in non-violence and does not advocate or support actions in which anyone, human or non-human, is harmed. PETA is a charitable organisation that works to educate the public about the horrors of cruelty to animals through peaceful means.”
Slogan: “ANIMALS ARE NOT OURS TO EAT, WEAR, EXPERIMENT ON, USE FOR ENTERTAINMENT, OR ABUSE IN ANY OTHER WAY.”
Success:
Over the years there has been so much success that’s to this organisation and the public taking action to spread their messages. They use undercover investigation to save thousands of animals lives who are in need or being tortured. The have exposed corruption and lead to both legal changes and ethical changes for companies.
To view all the success over the years please CLICK HERE to see a timeline of their milestone achievements. These achievement are very moving and I am so proud of the work they have done.
Trend – Notice how before 2012 the organisation only had 1-3 milestones but now they manage to get several each year.
How They Achieved This:
PETA have always been ahead of the trends and kept up to date with the technology at there disposal. Due to their convergence onto digital, web and mobile platforms they have managed to attract a large audience to support their cause. “PETA continued to push our new online strategies, we created more than 100 websites. Thanks to our aggressive strategy—and support from people like you—we reach more than 45 million people on our sites each year.” Similarly, many organisation have done the same as it is a vital way to generate attention.
- 2001 – PETA launched their website ‘peta.org‘.
- 2001 – PETA release video games (which continue to today and are usually parodies of other brands – generating attention. Young kids may be socialised into caring for animals and therefore later join teh cause and helping create social change).
- 2002 – PETA launched ‘PETATV.com‘ (3 years before the creation of YouTube).
- 2010 – PETA launched a blog site.
- 2014 – PETA launched an App.
- Not to mention other interactive elements such as social media sites (such as Facebook, Twitter, Youtube), partitions, newsletter sign ups, membership sign up and donations online.
- This leads to more successful campaigns as they can generate more attention from a large group of people. They are able to access content 24/7.
- The digital world is also global helping unify people all over the world to come together for this cause.
- They also do have non digital campaigns such as posters, flyers and protests.
- Social change is also a cause for the success of PETA as people become more aware of animal issues and their rights.
Join PETA:
If you want to help PETA please use the following links:
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