Athanasia [sia] Efthimiu
Creative Director / Copy
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PETA: FAKE NEWS, REAL ABUSE (Copy)

THE PROBLEM:  Animal rights issues have no chance of getting attention from the media in today's wild politICAL CLIMATE.

 

THE SOLUTION: CONTROVERSIALLY HIJACK THE FAKE NEWS PHENOMENON TO RAISE AWARENESS FOR THE REAL ABUSE THAT BIG CATS IN THE CIRCUS HAVE TO ENDURE EVERYDAY. 

 

FAKE NEWS, REAL ABUSE

How did we enrage the world about big cat abuse in the midst of a never-ending political news cycle? 

 

1) We created a FAKE CAT ABUSE VIDEO.  ALL ABUSE METHODS mirrored daily circus cruelty to big cats. 

 

 

 

 

2) WE LEAKED THE STORY OF THE FAKE CAT VIDEO to the press

3) THE MEDIA FELL RIGHT INTO THE TRAP, SPARKING OUTRAGE AT PETA'S WIlLINGNESS TO SPREAD FAKE NEWS

 

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4) PETA RELEASED A REVEAL VIDEO EXPLAINING HOW THE FAKE ABUSE VIDEO WAS ACTUALLY MADE TO MIRROR REAL ABUSE THAT HAPPENS DAILY TO BIG CATS IN THE CIRCUS

5) the controversy SPARKED A Nation-wide CONVERSATION ABOUT BIG CAT ABUSE, a topic that was otherwise invisible before.

 
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AND ULTIMATELY, THIS CONTROVERSIAL STUNT LED TO NYC BANNING WILD ANIMALS IN THE CIRCUS. 

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RESULTS:

WITH ZERO DOLLARS IN PAID MEDIA (and a willingness to get negative press) PETA MANAGED TO GET 1,042,632 views across THEIR

main platforms, 2,000 retweets, and more than 17,500 FACEBOOK shares. WITH FAKE NEWS AS THE RED HERRING,

MILLIONS OF PEOPLE WERE TALKING ABOUT BIG CAT CIRCUS ABUSE.