The solution: The 2008 Canadian seal hunting season was advertised in Germany as “The Canadians: Killing Seals Tour 2008.”This target-group oriented presentation of the bloody reality was intended to get young people interested in the seal hunt and peta2 for the first time. The tough, provocative depiction was also aimed at triggering a media echo to heat up the discussion and get young people to take a position: By spreading the campaign, buying and wearing shirts, adding us as ‘Friends’ on MySpace, or simply discussing the topic on our website or out in the world.

Triggering the largest possible effect with no money and subsequently relatively little material creation is the greatest success of the campaign.

By merchandizing the tour shirts, we additionally collected donations so to speak that peta2 can use to finance the next campaign.

We sold 11,229 tour shirts. There were over 60 reports in the German and Canadian media. We made 10,713 brand new MySpace friends. In total, we made 21.3 million media contacts worldwide.

Plus a click increase on peta2.de of 37%.