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

By Melissa Busch

Joel Bartlett, assistant director of marketing at PETA, says it began with the goal “of making sure every young person is aware that animal cruelty is the most important social-justice cause of our time.”

To engage the Generation Y crowd — which includes those born between 1977 and 1994 — peta2 uses contests, videos and video games, like one where Nugget and Chickette try to save the animal-friendly Pamela Anderson from Col. Sanders.