PETA’s in-your-face campaigns get people talking, listening and, ultimately, giving.

By Melissa Busch

“Unfortunately, there is always some kind of animal-cruelty issue that is going on that we can work with,” Taggart says.

One of the most successful examples of this was a campaign PETA executed during the Beijing 2008 Olympics this past summer. The campaign — attacking the horrific conditions that have been documented on Chinese fur farms — was a blend of direct mail, e-mail, Web site content, video, and a little help from U.S. Olympic swimmer and gold medalist Amanda Beard.
PETA used the Olympics as a springboard to highlight the cruelty at the farms, sending an appeal in the mail followed by multiple e-mail appeals.