HistoryFounded in 1980 by IngridNewkirkDedicated to establishingand protecting animalrights300 employees and over 3million members andsupporters
First milestoneAnimals are capable ofpainAnimal cruelty is a seriousissueSilver Spring Monkey case1981
MessagesAnimals are not ours to Eat, Wear, Experimenting or forEntertainment
Messages4 major areas where animals suffer most intensely and forlonger periods of time:Factory Farms, Laboratories, Clothing Trade andEntertainment Industry
Values/premiseEvery being--human and non-human--have the right to live freefrom harmWe have the power and opportunity to make better choices aboutthe food we eat, products we buy and the activities we support.
Policy Change• PETA advocates for policy change in regards to animal rights in Factory Farms, Laboratories, the Clothing Industry and the Entertainment Industry• Aided by thorough investigative work, consumer protests, and international media coverage, PETA brings together members of the scientific, corporate, and legislative communities to achieve large-scale, long-term changes that improve animals quality of life and prevent their deaths.
Communication Tactics• PETA works with legislators, government officials, corporations, the scientific community and grassroots activists to stop abusive animal practices• PETA sends undercover investigators into laboratories and slaughterhouses to document the abuse there• PETA passes out information and shows graphic videos of animal cruelty• PETA works with celebrities on high-profile campaigns, and media agencies to gain free media coverage, often through provocative demonstrations
Communication Tactics• PETA protests loudly and publicly against cruelty to animals in all of its forms
Evaluation of Tactics• The Worldwide Influence of PETA• Market Boom of Cruelty-Free Products• Market Boom of Veggie Burgers & Other Meat Alternatives• Wearing Fur is no longer Fashionable• Boom of eating locally and knowing your farmer-public put off by big factory farms & horrific treatment of farm animals• Public Protests Against Circuses & Sea World
Stages of Development• PETA founders recognized there needed to be an organization to defend animal rights• PETA characterized the issue as an Animals Rights Issue• Names attached –Animal Abuse, Cruelty-Free-Products, Go Vegan, Cage-Free, Free-Range, Not Tested on Animals• Key Players-Pamela Anderson, Alec Baldwin, Alicia Silverstone, Ellen DeGeneres
Stages of Development• Mobilization-PETA has over 3 million supporters-this commitment and worldwide recognition has been reached by winning victories that evidenced their ability to solve their supporter’s problems• Confrontation- PETA has been able to force governmental agencies and corporations to recognize its legitimacy and acknowledge its demands.• Negotiation-PETA negotiates and collaborates with industries to change policies regarding animal abuse• Resolution-PETA educates policymakers and the public about animal abuse and promotes kind treatment of animals.