Despite all the passionate campaigning and industry regulation, millions of innocent animals are still abused and killed each year, to make us feel good and glamorous. All in the name of fashion. PETA wanted to not only increase awareness of this, but also give consumers an alternative; by directing them to its own fashion platform, ‘How to dress vegan’. This platform shows us that cruelty-free fashion can look and feel just as glamorous as regular fashion. Our challenge was to make a big impact digitally on our fashionista audience and then drive them to the platform – with minimal spend.

During the Fall/Winter 2016 fashion weeks season in NY, London, Berlin, Milan and Paris we seeded fashionable shots of fall/winter clothes and accessories on Pinterest feeds. Also, we used fashion keywords that would show our images in the search results. Once clicked, the pins expanded and revealed the true cruelty behind the fashion. It also showed the alternative – PETA’s ethical fashion platform.