Rough Draft for Peta Essay
Peta’s hardest obstacle to overtake is itself. There is a stigma attached to animal rights activism and it is thanks to the wild shock tactics of Peta. What the ad campaign managers fail to see is that while they are garnering attention for their outlandish tactics such as giving buckets of fake blood to children or throwing paint on fur coats it is alienating them from the rest of society. The Cia released a statement that summarizes public opinion by declaring animal rights activist the biggest suspected threat for domestic terrorism. Peta needs a more conventional campaign, one that doesn’t put them in the light of crazed activist but rather as an organization with an ethical message to deliver. All too many times Peta’s campaigns have turned people off instead of sparking their interests. Even though it is difficult to be drowned out in this day of media overload, Peta’s extreme tactics are not justifiable as they do not advance the cause of animal rights. Most people are aware of Peta and already have an opinion of them, but if Peta could educate the public then they may have a better chance of gaining support. Another necessity is to get people to understand and emotionally relate to their cause as ethical.
Think of the Aspca campaign and how emotionally overdone it is. A middle ground needs to be found in the search for the correct approach to advertising the cause of animal rights. People don’t want to feel bad, they want to feel good. So, the approach needed will be one that shows animals being saved or rescued from death. I believe this along with educational campaigns on the (actual) pros of vegetarianism will get Peta more support. The campaign needs to be tested in front of people who are not members of Peta so that the impressions can be gauged and changes made accordingly. A campaign that challenges people to be the savior of animals rather than charging them with the guilt of their suffering will be more effective. Also, people who are more educated on the causes of Peta are more likely to understand their point of view than people who are just demographics of a shock tactic. Peta needs to make themselves seem like a cause that everyone can support instead of a small select group.
You are supposedly supposed to be able to catch more flies with honey than vinegar which is a good summary for why shock tactics are ineffective. No one will be apt to listen to Peta’s message as long as the “domestic terrorism” and crazed activist stigmas are present. Peta needs to shake these off with a sound campaign actually about animal rights, and not women licking vegetables in a superbowl commercial. Peta needs to gain our trust after campaigns like “You’re Mommy Kills Animals” and an educational and straightforward message is the way to do it.