power point on animal rights group, peta

1. PETA
• by Angie and Kelly
• COMM 639

2. History
Founded in 1980 by Ingrid
Newkirk
Dedicated to establishing
and protecting animal
rights
300 employees and over 3
million members and
supporters

3. First milestone
Animals are capable of
pain
Animal cruelty is a serious
issue
Silver Spring Monkey case
1981

4. Messages
Animals are not ours to Eat, Wear, Experimenting or for
Entertainment

5. Messages
4 major areas where animals suffer most intensely and for
longer periods of time:
Factory Farms, Laboratories, Clothing Trade and
Entertainment Industry

6. Values/premise
Every being--human and non-human--have the right to live free
from harm
We have the power and opportunity to make better choices about
the food we eat, products we buy and the activities we support.

7. 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.

8. 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

9. Communication Tactics
• PETA protests loudly and publicly against
cruelty to animals in all of its forms

10. 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

11. 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

12. 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.