PETA plays an active role in educating, informing and even fighting, when necessary, to bring to light the ill-treatment of animals. However, well-documented video and photographic evidence have turned into a blind spot for many. Even shocking stats don’t cut through any more.

In a scenario where apathy is the enemy, PETA wished to get people to take notice and engage with its message of ethical treatment of animals in the food industry for some of the more common items like milk and foie gras.

The digital content had the animals describing precisely what humans do to animals, BUT as if it was actually being done to people.

We then setup a website that is an exact replica of PETA’s. But, again, the content is animals canvassing for people in a context where humans are the ones being used for testing and being tortured and abused in zoos, circuses and shows.

Some of the headlines read: ‘Why should humans have rights?’ ‘Speak out against torture of Men during Annual Festival.’

By simply flipping the ‘person’ behind the words, it was fairly easily to understand PETA’s mission to end cruelty of all kinds.

The films, the website and posts were featured on PETA’s social channels across the world— starting on April 24th.