This document outlines a proposed new campaign called "Human and Humane" for PETA to soften their image and messaging. It suggests asking people to make small, sustainable changes to support PETA's goals of animal welfare instead of an all-or-nothing approach. It also proposes reforms to improve the live release rate at PETA's Norfolk shelter. The campaign would include billboards, magazine ads, social media and community outreach. It provides a timeline, budget of $9.8 million and plans to evaluate the campaign's impact.

1. Human and
Humane
A Transformation Campaign for PETA
Presented by Ashley Shaffier
Rhetoric and Social Influence
Professor Myers-Kerr
August 1st, 2018
Picture retrieved from peta.org

2. People for the Ethical Treatment of Animals was
founded in 1980
Advocate against people eating meat, wearing
leather and fur, using animals for research and
animals being used in the entertainment industry.
PETA

3. The Current Strategy
• Outlandish tactics including paint
throwing and offensive ads.
• Claims that cannot be backed by
research.
• Going too far to get their point across.
Picture retrieved from Peta.org

4. All or nothing campaigns. There is no compromise in
attempt to reach larger audience.
The Issue
Picture from peta.org

5. Encourage more people to try PETA’s
suggestions by asking for small
changes.
Improve operation of shelter and
promote the changes that will
drastically raise their live release
rate.
Objectives

6. Pet lovers and animal welfare supporters, nationwide
Local community that are part of the Norfolk,
Virginia shelter’s service area.
Audience

7. New campaign called “Human and Humane”. Give
people ideas on how to support PETA’s goals but
allowing them to be “human” or not perfect.
Creating new policies and procedures to improve live
release rate at Norfolk shelter.
Strategy

8. Human and Humane campaign includes
billboards, magazine ads and social media
campaign.
Norfolk shelter reorganization includes
community outreach, flyers and local media.
Tactics
Picture retrieved from the usnews.com

9. • 6 MONTHS OUT- MARKETING AGENCY WILL BEGIN TO BRAINSTORM AD IDEAS, QUOTES AND IMAGES. STAFF FROM PETA WILL WORK TO FIND ANIMAL AND PEOPLE
FRIENDLY SITUATIONS THAT CAN BE FEATURED IN ADS.
• 5 MONTHS OUT- COMPLETE PHOTOGRAPHY OF ANIMALS AND PEOPLE TO BE USED IN BILLBOARD/OUTDOOR ADS AND PRINT MEDIA ADS.
• 4 MONTHS OUT- COMPLETE PHOTOSHOPPING OF QUOTES ON PHOTOGRAPHY IMAGES, EDIT AND CREATE FINAL PRODUCT.
• 3 MONTHS OUT- DISTRIBUTE COMPLETED AD IMAGES TO MAGAZINES FOR EIGHT-WEEK PRINT DEADLINE AND ARRANGE BILLBOARD ADVERTISEMENTS. BEGIN
PREPARING INFORMATIONAL MATERIALS AND PROMOTIONAL MATERIALS THAT CAN BE DISTRIBUTED TO SHELTERS, PET STORES, VETERINARY CLINICS, SCHOOLS.
IN ADDITION, BEGIN CREATING A COMMUNITY OUTREACH SCHEDULE FOR LOCAL GRASS ROOTS LEVEL INITIATIVE TO DISCUSS CHANGES TO LOCAL SHELTER IN NORFOLK,
VIRGINIA.
• 2 MONTHS OUT- PREPARE SOCIAL MEDIA CALENDAR.
ALSO, CREATED PROMOTIONAL MATERIALS FOR NORFOLK, VIRGINIA SHELTER CHANGES THAT WILL BE DISTRIBUTED THROUGH COMMUNITY OUTREACH ON A LOCAL
LEVEL.
• 1 MONTH OUT- FINALIZE SCHEDULE FOR SOCIAL MEDIA POSTS FOR “HUMAN AND HUMANE” CAMPAIGN CONFIRM DATES FOR PRINT MEDIA AND BILLBOARDS.
ARRANGE SPONSORED POSTS THAT WILL REMAIN IN NEWSFEEDS DURING FIRST FOUR WEEKS OF CAMPAIGN. .
IN ADDITION, FOR THE PROMOTION OF SHELTER CHANGES AT ONE MONTH OUT CREATE. DISTRIBUTE PROMOTIONAL MATERIALS FOR GRASS ROOTS EFFECT.
∙ 1 WEEK OUT- RELEASE PSA TO NATIONAL MEDIA REGARDING CHANGES IN PRACTICES AND HOW THAT WILL IMPACT THE OUTCOME FOR ANIMALS AT THE NORFOLK
SHELTER.
• POST CAMPAIGN CONTINUE SCHEDULING BILLBOARDS/OUTDOOR ADS AND MAGAZINE ADS THROUGHOUT NEXT SIX MONTHS. CONTINUE COMMENTING ON AND
MONITORING ONLINE SOCIAL MEDIA.
IN ADDITION, ATTEND ALL OUTREACH EVENTS FOR LOCAL SHELTER COMMUNITY.
Timeline

10. Budget
Billboards for national campaign
all major cities
$8,000,000
Magazine ads for national
campaign (4 ads AT $250,000
$1,000,000
Direct mailer for national
($7200 a state)
$360,000
Direct mailer for local campaign $3600
Flyers for local community $200
Posters for national campaign $10000
Staff for community events $6000
Total costs $9379800.00

11. Evaluation
Monitor social media numbers and commentary.
Asses donation numbers vs. previous years.
Asses volunteer numbers vs. previous years.
Survey donors and organization supporters regarding the change.
Track intake and live release numbers for Norfolk shelter.

12. OVERALL
A campaign that allows people to be “Human” and not be
perfect, but rather to compromise and reduce their use of
animal products, will allow PETA to get more followers and
still make a difference in the lives of animals.
Reorganization of their shelter is strongly needed if their
mission is to focus on animal welfare. Currently, it contradicts
their mission.
With a time line of a year and a budget of $9 million that they
would typically spend on advertising anyway, we refocus that
on the new campaign to soften their image.
Evaluating donations and program support, as well as
feedback to see if the campaign has positively impacted the
organization.

13. SOURCES CITED
Sources Cited
Center for Consumer Freedom Team. (March 28, 2017). Former PETA Employee: PETA “Routinely Euthanized Healthy Puppies and Kittens” The Center For
Consumer Freedom. Retrieved from https://www.consumerfreedom.com/press-releases/former-peta-employee-peta-routinely-euthanized-healthy-puppies-
kittens/
Charity Navigator. People for the Ethical Treatment of Animals. Retrieved from https://www.charitynavigator.org/index.cfm?bay=search.summary&orgid=4314
Clear Channel Outdoor. National Advertising Rates. Retrieved from http://clearchanneloutdoor.com/how-to-buy/rates/
Hall, Chris. (June 2nd, 2014). PETA Kills Animals and Lies About Health-Why Do People Take It Seriously?” Dogster.com. Retrieved from
https://www.dogster.com/the-scoop/peta-ads-advertisements-milk-autism-sexism-racism-fat-shaming-euthanasia
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McWilliams, James. (March 12, 2012). PETA’s Terrible, Horrible, No Good, Very Bad History of Killing Animals. The Atlantic. Retrieved from
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PETA. (2018). Animals Are Not Ours. Retrieved from https://www.peta.org/
Schiff, Jaclyn.( Sepetember 14, 2005). Peta Goes Too Far. CBS News. Retrieved from https://www.cbsnews.com/news/peta-goes-too-far/
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Winograd, Nathan. (February 15th, 2013). Who Is Really Standing For Animals? Huffington Post. Retrieved from https://www.huffingtonpost.com/nathan-j-
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