For PETA’s sake, choose PR wisely
A recent PETA campaign in which a 'dog' appeared to be barbecued in Sydney's Pitt Street was not the right way to do PR, writes Nicole Reaney.
Yesterday animal activist group PETA cooked up a very divisive message in Sydney’s CBD. Masked as pretence to promote veganism ahead of Australia Day, a dog that looked very real to passers-by was seen heavily charred over a barbecue adding one slogan: “If you wouldn’t eat a dog, why eat a lamb? Go vegan”.
@peta stopping to new lows with their stunt in Martin Place today – terrifying children on school holiday outings by barbecuing a (very lifelike) dog. I saw some visibly upset kids #Disgraceful #stunt #PETA pic.twitter.com/iaRpDXrCDc
— Cøckrøach (@cockroachBLUE) 23 January 2019
Controversy and shock value are often used by brands as an attempt to hijack the news cycle and generate viral attention. Brands over the years have been able to execute this successfully – finding that sweet spot between causing offense to some pockets of the market but not the core.
PETA internationally is no stranger to this tactic, over the years it has stirred offerings from sexism, discrimination, cruelty to war-driven angles. Campaigns have been banned and sparked fury from communities around the world.
However there are many reasons – this violent activation failed as a PR approach.
The location
Pitt Street’s high traffic strip was selected for this stunt. This enabled the activation to be observed by young children who were visibly upset at the display and would not be able to separate and compute any other message but violence on an innocent pet. It would not just be children who would be disturbed by this act and it could have a profound effect by other members of the community.
The execution
Enacting such a vehement demonstration alienates much of the market. This was an opportunity for PETA to entice a wider circle and win the population currently aligned to veganism. There is heavy doubt that any vegans would endorse the PETA message this way.
In addition, acts of violence (even those that are staged), do not promote against violence – they have the exact opposite effect.
Those that are against animal cruelty and align to PETA for these messages, are likely to have and protect pets. This campaign would have convulsed this audience and shifted their view of PETA for the worse.
The market
While the CBD is a heavily populated location, much of the demographic would be educated on health messages. In fact, the plant-based diet is gaining momentum and Australia is marketed as the third fastest growing vegan market in the world. Australia’s packaged vegan food market is valued at $136 million and forecast to rise to $215 million before 2020. It is also why many of the health food retailers succeed in the city.
The sentiment
The media and public sentiment are irrevocably negative. There’s not a single story that has branded PETA’s act in a positive way. Even the news stories incorporating PETA’s spokesperson has tarnished the organisation and the intent of the campaign has been completely lost.
Timing
Leveraging the Australia Day period makes sense as the nation fires up the barbecue, however had PETA portrayed the message more sensitively, it could have won its share of voice more effectively through inoffensive education. Aussies are patriotic around this time and this portrayal is completely misaligned to the culture.
Gaining media exposure is challenging, however gaining coverage at the expense of brand preservation is naïve and destructive.
Nicole Reaney is director of InsideOut PR and founder of influencer agency, #AsSeenOn.
So you think the most risk taking and effect PR driven organisation in the world is too risky – even though the stunts work their socks off.
I’d love to see your toned down version work better?
But it wont.
They are PR masters and i suspect have gotten their message across to more people more cost effectively in those 4 images than you have in a lifetime of press releases.
Don’t want to be rude – but why knock something just becuase you dont like the tone.
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I think children are smarter than you give them credit for.
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Sorry, but PETA is very much against animal rights, they’re insane by many descriptions.
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maybe
I say maybe until you can show me data that PETA stunts actually convert people to veganism
My experience of one off stunts is that they create a lot of buzz but very little sustained engagement or change
Be happy to see if PETA is an exception
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This PR stunt did get attention, it provided fodder for people who view vegans as batshit crazy.
PR is about getting people to listen to you, not simply be aware of you.
This stunt did more for the meat eater brigade than it did for the vegan mob.
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Truth hurts sometimes!
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Absolute nut jobs, send them to the insane asylum! Happy Straya Day everyone, very much looking forward to having a bucket load of lamb.. ‘lamb on’ Australia!!
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If children are traumatized by this, then their parents are raising them in a bubble. We eat animals, amen. We should be talking openly and honestly with our kids. They can then make up their minds to be vegan or not. Great PR stunt. We’re all talking about it.
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There are street BBQs with whole Pigs on them as part of Dark Mofo in Tasmania for eg. The difference with this is that there is no violence.
PETA’s PR stunts are legendary. They create debate about issues around animals and get people talking, like you writing this article. In all movements there are orgs and individuals that push the edge of campaigns. PETA is one of them. It’s not about positive media, a lot of media around opposing animal consumption is negative anyway, it’s about column inches. For a small cost this stunt has gotten tens of thousands of dollars in advertising value equivalent. PETA are one of the most successful animal advocate orgs in the world and this stunt is exactly an example of why.
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I am in my sixties and, while still not a 100% convert to vegetarianism or veganism, I credit PETA and what you would call “distasteful” stunts for opening my eyes to poor (and worse) treatment of animals in food-production.
We give free reign to the Sugar industry, the Dairy industry, Meat & Livestock Australia and a raft of other insider lobbyists to keep us eating and drinking a diet laden with cr@p.
A PETA-linked website http://www.milksux.com opened my eyes to how 70%-plus of the world gets its calcium without the milk, cheese, yoghurt and ice-cream we have pushed to us.
I have reduced my red-meat, chicken, milk, dairy and sugar consumption over the last 19 months as I creep towards a complete turnover in consumption. (I have also lost four to five clothing sizes along the way.)
If a stunt like barbecuing a fake dog gets change happening for some sharp-thinking kids and adults, well and good.
I well remember back in the 1970s when the QUIT campaign was in its infancy and ad agencies and media commentators referred to it as a blot on tradition. Back then, 55% or more adults smoked; these days it’s way less than 15%.
I am the (never smoked) son of a mum and dad who used to puff away 65-115 cigarettes per day from 1951 to 1981. I thank QUIT and the Heart Foundation for pushing change with off-the-wall ads against smoking when I was a teenager.
GOOD ENLIGHTENMENT comes at a cheaper price than many of us will ever know.
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By all means, Kc, clog your arteries with the high animal sterol content of lamb.
Your (likely) early demise will leave slightly more oxygen for the healthy eaters, most of whom will get 7-11 extra years alive and fewer weeks in primary health care.
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Of course meat eaters don’t like this, they don’t want to be confronted with the truth of their actions. This dog is no different than seeing a pig on a spit or a duck hanging in a chinese restaurant window, kids seem to be fine with that.
It’s amazing to me how easy it is for society not to think about what are doing to animals, I guess we have been brainwashed to just keep it out of our minds. Have to keep the industry going, despite the facts of health, cruelty and environment!
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