MANIMALS
Almost all of us grew up eating meat, wearing leather, and going to zoos and circuses. Also, many of us bought our beloved pets at pet shops. However, we have never considered the impact of our actions on the animals involved. Now I’m asking the question: Why should animals have right?
ALL ANIMALS HAVE RIGHTS
Animals surely deserve to live their lives free from suffering and exploitation. Many people who support animal rights believe that animals have an inherent worth. I believe that every creature has a right to live free from pain and suffering.
What are Animal Rights? The term animal rights refers to any action or belief regarding non-human creatures that a person or society sees as proper, moral or legal. People often use the term in reference to the movement toward protecting all living things from human exploitation and abuse. This movement supports the idea that all animals are to be treated humanely and spared from pain, suffering or murder.
The main idea is that, although people and creatures are not equal, non-human beings should be treated in much the same way individuals are. Under this lens, no one should do anything to an animal that causes it pain, suffering or premature death, such as medical experimentation, hunting or imprisonment in circuses or zoos. People also should not consider them as property.
Animal rights as a movement dates back to the 19th century, largely due to the work of Arthur Schopenhauer and Henry Salt, who created awareness toward living beings through some of the first books on animal issues. These publications gave creatures a prominent place in the moral system for the first time. The support of animal causes gained momentum in the 1970s, when people coined most of the modern terms related to the movement. Oxford psychologist Richard Ryder introduced the word “speciesism,” which is the assignment of different values to beings based on their species. In 1975, Peter Singer wrote what people now consider the basic reference book for activists. The text, Animal Liberation, found use as a course book for Singer’s bioethics course at Princeton University.
Conflicts Individuals and groups that work as animal advocates often protest areas such as the fur and wool industry, aquariums, zoos, medical and cosmetic companies and pet owners. Economics plays a key role in these conflicts, as products or services that make use of animals create thousands of jobs for many people.
ANIMAL RIGHTS MOVEMENT Diverse individuals and groups concerned with protecting animals from perceived abuse or misuse. Supporters are specifically concerned with the use of animals for medical and cosmetics testing, the killing of animals for furs, hunting for pleasure, and the raising of livestock in restrictive or inhumane quarters, so-called factory farming.
Against Animal Rights? Animals don’t think? Animals are not really conscious.? Animals were put on earth to serve human being? Animals don’t have souls? Animals lack the capacity for free moral judgment?
Protect Animals
FOOD Farmed animals are every bit as intelligent and capable of feeling pain as dogs and cats we own as pets. They are inquisitive, interesting individuals who value their lives, solve problems, experience fear and pain. There are more than 16 billion animals who are killed for food every year in the United States, have little legal protection from cruelty that would be illegal if it were inflicted on companion dogs or cats (Peta 4, 2012).
Farm animals are neglected, mutilated, genetically manipulated, put on drug regimens that cause chronic pain and crippling, transported through all weather extremes, and killed in violent ways. They are forced to endure long trips to the slaughterhouse without food or water; most of them won’t even feel the sun or breather fresh air until the day they are loaded onto trucks bound for slaughter. The factory farming industry strives to maximize output while minimizing cost.
COWS Cows are social animals who prefer to spend their time together and form complex relationships, very much like dogs. In the United States, more than 42 million cows suffer and die for the meat and dairy industries every year (Peta 4, 2012).
When they are still very young, many cows are burned with hot irons, their horns are cut or burned off, and male cattle have their testicles ripped out of their scrotum; all without painkillers (Peta 4, 2012). Once they have grown big enough, they are sent to massive, filthy feedlots where they are fattened for slaughter. Also, many female cows are sent to dairy farms, where they will repeatedly impregnated and separated from their calves until their bodies give out and they sent to be killed. Like all animals, cows form strong maternal bonds with their calves, and on dairy farms and cattle ranches mother cows can be heard crying out for their calves for several days after they been separated.
Cattle are transported hundred of miles in all weather conditions, typically without food or water to the slaughterhouse. Many of them die on their way, but those who survive are shot in the head with a captive-bolt gun, hung up by one leg, and taken onto the killing floor where their throats are cut and they are skinned and gutted. Some cows remain fully conscious throughout the entire process.
CHICKENS Chickens as well, are the most abused animals on the planet. In the United States, more than seven billion chickens are killed for their flesh each year and 452 million hens are used for their eggs (Peta 4, 2012). Ninety-nine percent of these animals spend their lives in total confinement, from the moment they hatch until the day they are killed.
There are federal laws protecting chickens from abuse, even thought two-thirds of Americans say they would support such a law (Peta 4, 2012). Most people don’t realize that chickens are interesting animals who are intelligent as dogs, cats, and some primates. They are very social and like to spend their time lying in the sun, scratching for food, taking dust baths, and roosting in trees. However, chickens raised on factory farms each year in the United States never have the chance to do anything that is natural and important to them. For example, a baby chicken on a factory farm will never be allowed contact with his or her parents. Chickens raised for their flesh, called broilers by the chicken industry, spend their entire lives in filthy sheds with tens of thousands of other birds, where intense crowding and confinement lead to outbreaks of disease. They are bred and drugged to grow so large so quickly that their legs and organs can’t keep up, making heart attacks, organ failure, and crippling leg deformities common.
Many become crippled under their own weight and eventually die because they can’t reach the water nozzles. When they are only 6 or 7 weeks old, they are crammed into cages and trucked to slaughter. Also, chickens are exploited for their eggs, called laying hens by the industry, they are crammed together in wire cages where they don’t even have enough room to spread their wings. Because the hens are crammed so closely together, these normally clean animals are forced to urinate and defecate on one another (Peta 4, 2012). After their bodies are exhausted and their production drops, they are shipped to slaughter, generally to be turned into chicken soup or cat and dog food. Chickens are slammed into small crates and trucked to the slaughterhouse through all weather extremes. Hundreds of millions suffer broken wings and legs from rough handling, and millions die from the stress of the journey. At the slaughterhouse, their legs are forced into shackles, their throats are cut, and they are immersed in scalding-hot water to remove their feathers, almost all chickens are still conscious when their throats are cut, and many are literally scalded to death in the feather-removal tanks after missing the throat cutter.
PIGS
Many people compare pigs to dogs because they are friendly, loyal, and intelligent. Pigs are naturally very clean and avoid soiling their living areas. When they are not confined on factory farms, pigs spend their time playing, lying in the sun, and exploring their surroundings with their powerful sense of smell.
Most people rarely have the opportunity to interact with these outgoing, sensitive animals because more than 90 percent of pigs in the United States are raised on factory farms (Peta 4, 2012). These intelligent animals spend their entire lives in cramped, filthy warehouses under the constant stress of intense confinement and are denied everything that is natural and important to them. Mother pigs spend most of their miserable lives in tiny gestation crates that are too small for them to turn around in. They are impregnated again and again until their bodies give out and they are sent to slaughter. Piglets are torn from their distraught mothers after just a few weeks. Their tails are chopped off, the ends of their teeth are snipped off with pliers, and the males are castrated. No painkillers are given to ease their suffering.
When the time comes for slaughter, pigs are forced onto transport trucks that travel many miles through all weather extremes. Many die of heat exhaustion in the summer or arrive frozen to the inside of the truck in the winter. According to industry reports, more than 1 million pigs die in transport each year, and an additional 420,000 are crippled by the time they arrive at the slaughterhouse (Peta 4, 2012). Because of improper stunning methods, many pigs are still conscious when they are dumped into scalding-hot water, which is intended to remove their hair and soften their skin. Animals in factory farms are treated like meat, milk, and egg machines. These animals spend their brief lives in dark and crowded warehouses. It is obvious that in order to eat meat, an animal had to be slaughtered, but the lives of these animals raised to be slaughtered are miserable.
Giant corporations that run most factory farms have found that they can make more money by cramming into tiny spaces, even if some animals get sick and die. Going vegan is the best way to stop these atrocities. It’s never been easy, but now major supermarkets are carrying more vegan-friendly options than ever before, so why not being vegan? By switching to a vegetarian diet we can save many animals from this misery.
Reasons To Go Vegan
Slim down and become energized: Is shedding some extra pounds first on your list of goals? Vegans are, on average, up to 20 pounds lighter than meat-eaters are. Unlike unhealthy fad diets, which leave you feeling tired, going vegan is the healthy way to keep the excess fat off for good while leaving you with plenty of energy. A healthier, happier you: A vegan diet is great for your health! According to the Academy of Nutrition and Dietetics, vegans are less likely to develop heart disease, cancer, diabetes, or high blood pressure than meat-eaters are. Vegans get all the nutrients that they need to be healthy, such as plant protein, fiber, and minerals, without all the nasty stuff in meat that slows you down and makes you sick, such as cholesterol and saturated animal fat. It’s the best way to help animals: Did you know that every vegan saves more than 100 animals a year? There is simply no easier way to help animals and prevent suffering than by choosing vegan foods over meat, eggs, and dairy products. Vegan food is delicious: So you’re worried that if you go vegan, you’ll have to give up hamburgers, chicken sandwiches, and ice cream? You won’t. As the demand for vegan food skyrockets, companies are coming out with more and more delicious meat and dairy-product alternatives that taste like the real thing but are much healthier and don’t hurt any animals. Meat is gross: Meat is often contaminated with feces, blood, and other bodily fluids, all of which make animal products the top source of food poisoning in the United States. Scientists at the Johns Hopkins Bloomberg School of Public Health tested supermarket chicken flesh and found that 96 percent of Tyson chicken was contaminated with campylobacter, a dangerous bacterium that causes 2.4 million cases of food poisoning each year, resulting in diarrhea, cramping, abdominal pain, and fever.
Help feed the world: Eating meat doesn’t just hurt animals, it hurts people, too. It takes tons of crops and water to raise farmed animals. In fact, it takes up to 13 pounds of grain to produce just 1 pound of animal flesh! All that plant food could be used much more efficiently if it were fed directly to people. The more people who go vegan, the better able we’ll be to feed the hungry. Save the planet: Meat is not green. Consuming meat is actually one of the worst things that you can do for the Earth. It is wasteful and causes enormous amounts of pollution, and the meat industry is also one of the biggest causes of climate change. Adopting a vegan diet is more effective than switching to a “greener” car in the fight against climate change.
All the cool kids are doing it: The list of stars who shun animal flesh is basically a “who’s who” of today’s hottest celebrities. Joaquin Phoenix, Natalie Portman, Ariana Grande, Al Gore, Flo Rida, Tobey Maguire, Shania Twain, Alicia Silverstone, Anthony Kiedis, Casey Affleck, Kristen Bell, Alyssa Milano, Common, Joss Stone, Anne Hathaway, and Carrie Underwood are just some of the famous vegans and vegetarians who regularly appear in magazines.
Look sexy and be sexy: Vegans tend to be thinner than meat-eaters and have more energy, which is perfect for late-night romps with your special someone. The cholesterol and saturated animal fat found in meat, eggs, and dairy products don’t just clog the arteries to your heart. Over time, they impede blood flow to other vital organs as well. Plus, what’s sexier than someone who is not only mega-hot but also compassionate? Pigs are smarter than your dog: Although most people are less familiar with pigs, chickens, fish, and cows than they are with dogs and cats, animals used for food are every bit as intelligent and able to suffer as the animals who share our homes are. Pigs can learn to play video games, and chickens are so smart that their intelligence has been compared by scientists to that of monkeys.
Go Vegan
TYPE of VEGETARIAN
Semi: vegetarian: eats meat, but only fish and chicken Pesci: vegetarian: eats only fish Lacto: ovo vegetarian: eats no meat, but will eat dairy products Ovo: vegetarian: eats eggs, but no meat or dairy products Vegan: eats no meat or animal products
ANIMALS FOR ENTERTAINMENT
ZOO When we think of a zoo, we might picture one of the few prestigious institutions, but most zoos are small insignificant collections in towns, by roadsides, or in people’s backyards.
A zoo is a simply collection of animals. Zoos deprived animals of the opportunity to satisfy their most basic needs. In general, zoos and wildlife parks preclude or severely restrict natural behavior, such as flying, swimming, running, hunting, climbing, scavenging, foraging, digging, exploring, and selecting a partner. The physical and mental frustrations of captivity often lead to abnormal, neurotic, and even self-destructive behavior, such as incessant pacing, swaying, head-bobbing, bar-biting, and self-mutilation (Peta 3, 2012). Even large, well-known, and popular zoos engage in unscrupulous practices, such as dumping unwanted animals or taking animals from the wild. Proponents of zoos like to claim that zoos protect species from extinction. However, wild-animal parks and zoos almost always favor large and charismatic animals who draw large crowds of visitors, but they neglect less popular species that also need to be protected. Most animals in zoos are not endangered, and while confining animals to zoos keeps them alive, it does nothing to protect wild populations and their habitats.
I can’t speak for myself You are my voice
In addition, returning captive-bred animals to the wild is, in most cases, impossible because animals who are reared in zoos are denied the opportunity to learn survival skills, can transmit diseases to their wild counterparts, and often have no natural habitat left to return to because of human encroachment. Zoos often become extremely crowded, and older animals may be warehoused behind the scenes or shuffled off to shabby roadside zoos, animal dealers, or auctions. According to a 2004 report by the World Conservation Union, the world’s biodiversity is declining at an unprecedented rate primarily because of human activities that cause pollution, climate change, and the destruction of animals’ habitats and because of the exploitation of animals for food, the pet trade, and medicine (Peta 3, 2012). Captive breeding currently put more than 7,000 animal species in jeopardy of extinction. In fact, the many millions of dollars that zoos regularly spend on redesigning enclosures do little to nothing to improve animal welfare. Warehousing animals for life is not the way to save them from extinction. Their salvation is by protecting their habitats, not in creating animal prisons (Peta 3, 2012).
CIRCUS Bears, elephants, tigers, and other animals do not voluntarily ride bicycles, stand on their heads, balance on balls, or jump through rings of fire.
They don’t perform these and other difficult tricks because they want to; they perform them because they’re afraid of what will happen if they don’t. For animals in circuses, there is no such thing as “positive reinforcement” only varying degrees of punishment and deprivation. To force them to perform these meaningless and physically uncomfortable tricks, trainers use whips, tight collars, muzzles, electric prods, bullhooks, and other painful tools of the trade (Peta 3, 2012).
In the
RINGLING BROS
Circus, elephants are beaten, hit, poked, prodded, and jabbed with sharp hooks, sometimes until bloody. Ringling breaks the spirit of elephants when they’re vulnerable babies who should still be with their mothers. Heartbreaking photos reveal how Ringling Bros. Circus trainers cruelly force baby elephants to learn tricks, and it’s not through a reward system, as they claim (Peta 3, 2012). Circuses easily get away with routine abuse because no government agency monitors training sessions. Undercover video from Peta footage of animal training sessions has shown that elephants are beaten with bullhooks and shocked with electric prods, big cats are dragged by heavy chains around their necks and hit with sticks, bears are whacked and prodded with long poles, and chimpanzees are kicked and hit with riding crops (Peta 3, 2012). Constant travel means that animals are confined to boxcars, trailers, or trucks for days at a time in extremely hot and cold weather, often without access to basic necessities such as food, water, and veterinary care (Peta 3, 2012). Animals in the circus live miserable lives of deprivation, confinement and abuse. People should never attend circus featuring animals acts, as an alternative, people should enjoy popular non-animal circuses such as Cirque du Soleil.
NOT OURS TO USE FOR ENTERTAINMENT
ANIMALS USED FOR CLOTHING
LEATHER Leather can be made from cows, pigs, goats, sheep, cats, and dogs; exotic animals such as alligators, ostriches, and kangaroos.
NO LEATHER
Every year, the global leather industry slaughters more than a billion animals and tans their skin. Animals are slaughtered for their skin like China, which exports their skins around the world. Leather is normally not labeled, people never really know where it came from. Most leather comes from developing countries like India and China where animal welfare laws are either non-existent. Most of these animals suffer all the horrors of factory farming such as extreme crowding, confinement, deprivation, unanesthetized castration, branding, tail docking, and horning. They are deprived of veterinary care and exposed to the elements without any shelter; breathing, thinking, feelings beings who feel pain just as humans do, suffer immensely every minute of their life.
In India, a PETA (People for the Ethical Treatment of Animals) investigation found that workers break cow’s tails and rub chili peppers and tobacco into their eyes in order to force them to get up and walk after they collapse from exhaustion on the way to the slaughterhouse (Peta 2, 2012). In the United States, millions of cows and other animals that are killed for their skin endure the horrors of factory farming without any painkillers and most of the time they are fed a steady diet of hormones to fatten them and antibiotics to keep them alive in extremely poor living conditions.
At the end of their short lives, cows are jam packed confused and terrified into metal trucks; they suffer from injury, weather extremes, crowded conditions, hunger, and thirst.
In the winter, cows routinely arrive for slaughter frozen to the sides of transport trucks, frozen to truck bottoms in their own feces and urine, and injured or dead from the journey. Frequently collapsing during their ride, many cows arrive at the slaughterhouse unable to walk out of the transport truck, so they are dragged off the truck with chains, most of times breaking bones when they hit the ground. After that cows are stunned, hung upside down, bled to death, and skinned in slaughterhouses. The Federal Humane Slaughter Act says that cows should be stunned by a mechanical blow to the head and rendered unconscious before they are strung up, but the high speed of the assembly lines often results in improper stunning. Each year, animals are skinned and dismembered while they are still kicking and crying out in terror (Peta 2, 2012).
FUR Animals in slaughterhouses routinely have their throats cut and some are even skinned and dismembered while they are still conscious.
NO FUR
The fur industry skin ripped or peeled off the back of animals. Every piece of fur is the result of horrific cruelty. Animals on fur farms spend their lives confined to cramped unclean wire cages. Fur farmers use cheap and cruel killing methods like suffocation, electrocution, and poison. One example is most of the fur in the U.S. comes from China where millions of cats and dogs are bludgeoned, hanged, bled to death. Disease and injuries are widespread, and animals suffering from anxiety-induced psychosis chew on their own limbs and throw themselves repeatedly against the cage bars. When they begin to cut the skin and fur from an animal’s leg, the free limbs kick and writhe. Workers stomp on the necks and heads of animals that struggle too hard to allow a clean cut.
When the fur is finally peeled off over the animals’ heads, their hairless, bloody bodies are thrown onto a pile of those who have gone before them. Some are still alive, breathing in ragged gasps and blinking slowly. Some of the animals’ hearts are still beating five to 10 minutes after they are skinned (Peta 2, 2012). One investigator from Peta recorded a skinned raccoon dog on the heap of carcasses that had enough strength to lift his bloodied head and stare into the camera. There are no penalties for abusing animals on fur farms in China, which is the world’s largest fur exporter, supplying more than half of the finished fur garments imported for sale in the United States. The fur from China is often deliberately mislabeled as fur and is exported to countries throughout the world to be sold to unsuspecting customers in retail stores.
Dog and cat fur is often mislabeled, if you’re buying fur, there’s no way to tell whose skin you’re wearing.
WOOL Sheep and lambs are raised for wool and often mutilated and castrated without painkillers. Sheep are gentle individuals who, like all animals, feel pain, fear, and loneliness.
Within weeks of birth, lamb’s ears are hole punched, their tails are chopped off, and the males are castrated without anesthetics. Male lambs are castrated when they are between two and eight weeks old, either by making an incision and cutting their testicles out or with a rubber ring used to cut off blood supply, one of the most painful methods of castration possible. Every year, hundreds of lambs die before the age of eight weeks from exposure or starvation, and mature sheep die every year from disease, lack of shelter, and neglect.
NO WOOL
Millions of these sheep who survive on the farms are then shipped to the Middle East on crowded multilevel ships. The exports, which can last for weeks, go to countries where animal welfare standards are non-existent. The suffering sheep are dragged off the ships, loaded onto trucks, and dragged by their ears and legs to often-unregulated slaughterhouses, where their throats are slit while they are still conscious (Peta 2, 2012). In Australia, which produces more than 50 percent of the world’s merino wool which is used in products ranging from clothing to carpets, lambs are forced to endure a gruesome procedure called “mulesing,” in which huge chunks of skin and flesh are cut from the animals’ backsides, often without any painkillers. There are many Eco-friendly wool clothing that have pledged not to use Australian merino wools until the practice is eliminated.
No amount of fluff can hide the fact that anyone who buys wool, leather, and fur supports a cruel and bloody industry. There are plenty of durable, stylish, and warm fabrics available that aren’t made from animal skins.
“The basic principles of equality does not require equal or identical treatment, but equal consideration�
INTERVIEW Some people become vegetarians after realizing the devastation that the meat industry is having on the environment. According to the US Environmental Protection Agency, chemical and animal waste runoff from factory farms is responsible for more than 173,000 miles of polluted rivers and streams. Would you like to help reduce pollution by being vegetarian? Why? I would like to help. I would be unsure of how to do so though, and not sure of what kind of impact could be made and in what capacity or role I would be able to participate. Do you know vegetarian diets are more healthful than the average American diet? I have never done any kind of research or comparison on the subject, it’s not surprising to for to hear though. The vegan diet would consist of a less fat, more fiber, and healthier food choices. Many young animals are forced to grow up in captivity around humans in an unnatural and stressful environment. If you love your freedom why do you think those animals have to live their lives in captivity? I think that it is all situational based on the animal and what his/her story is. I’m certain that some animals are removed from their natural environment and the animal becomes stressed, and possibly unhappy. On the other side of that, some animals are rescued from abusive environments, or were rescued injured and unable to survive and thrive in their natural environment and if not rescued would not have survived if not rescued and kept in captivity. I definitely do not believe that all animals in captivity have a bad life. Do you ever wonder how Ringling Bros circus gets animals to perform tricks? Circus trainers cruelly force elephants, bears, tigers and other animals to learn tricks by using whips, tight collars, muzzles, electric prods, bull hooks and other painful tools of the trade to force animals to perform. Do you support this? I was aware that there is a level of maltreatment that happens with the training of animals for entertainment purposes. Some may argue that it is necessary as a learning tool to reinforce behavior. I’m not sure that it happens with all animals training though. I do not support the mistreatment of any animal.
Animals in zoos are often prevented from doing most of the things that are natural and important to them, like running, roaming, flying, climbing, foraging, choosing a partner, and being with others of their own kind. Zoos teach people that it is acceptable to interfere with animals and keep them locked up in captivity, where they are bored, cramped, lonely, deprived of all control over their lives, and far from their natural homes. Why would you go to the zoo? I would go to a zoo because it is the only place that most people can go to observe beautiful animals that they would normally only ever get to see in pictures. Again… I do not support the mistreatment of animals, and still believe that some animals lead better lives in captivity due to the unfavorable circumstances that they possibly were experiencing prior to ending up in a zoo. I cannot believe that all the animals within a zoo were in this type of circumstance though. The basic principle of equality does not require equal or identical treatment, but requires consideration. Would you support Animal Rights? Why? This question is difficult for me to answer. I don’t support the inhumane treatment of any animal; there is always a process that could be bettered. Being someone who has always went to a shelter to rescue a pet, instead of buying one from a pet store. I believe most people are supportive to animal rights when it comes to domesticated animals that are usually pets and companions. I also believe that we as a society turn a blind eye or claim to be naive about the processes from which our food and products come from because we don’t really want to know what’s going on. Leather can be made from cows, pigs, goats, and sheep; exotic animals such as alligators, ostriches, and kangaroos; and even dogs and cats, who are slaughtered for their meat and skin in China, which exports their skins around the world. Leather is normally not labeled; people never really know where it came from. Many of the millions of animals who are killed for their skin endure the horrors of factory farming such as extreme crowding, deprivation, castration, branding, tail-docking, and dehorning and all without any painkillers. At slaughterhouses, animals routinely have their throats cut and some are even skinned and dismembered while they are still conscious. Would you support leather industry? Why? Will I still buy leather a product…The simple answer is yes, and the reason is because of the durability and the quality of the products that are made from leather. I believe that this is a subject that people kind of know about, but they don’t fully want to know how the leather is made. We want to be naive to the process! It’s the same thing as where our meat comes from, we know it comes from animals, but we don’t want to think about or know the process that happens to deliver it to the consumers.
the solution
After my research I wanted to focus on how I can help animals. I focused on PETA, “People For The Ethical Treatment of Animals” and also in Latino people. Most of Latin people in the United States and outside of the United States, does not know how PETA works and what they do to help animals. For my solution, I created advertisements in Spanish and English to let people know how there are so many ways we can help these beautiful creatures, and we should raise our voice for them.
PETA Latino People for the Ethical Treatment of Animals (PETA) is the largest animal rights organization in the world, with more than 3 million members and supporters. PETA focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: on factory farms, in the clothing trade, in laboratories, and in the entertainment industry. They also work on a variety of other issues, including the cruel killing of mice, rats, birds, and other “pests” as well as cruelty to domesticated animals. PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns. PETA’s founders sought to give caring people something more that they could do and to provide them with ways to change society directly. They wanted to promote a healthy vegan diet and show how easy it is to shop cruelty-free. They wanted to protest, loudly and publicly, against cruelty to animals in all its forms, and they wanted to expose what really went on behind the very thick, soundproof walls of animal laboratories
Market Position Before PETA existed, people could do two important things if they wanted to help animals. They could volunteer at a local animal shelter, or they could donate money to a humane society. While many of these organizations did useful work to bring comfort to animals who are used by humans, they didn’t question why we kill animals for their flesh or their skins or why we use them for tests of new product ingredients or for our entertainment. PETA 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. PETA has made groundbreaking advances for animals who are abused by corporations, governments, and individuals all over the world, and these successes have led to dramatic improvements in the lives of millions of individual animals.
Current Situation Every year, with the help of generous supporters, PETA is able to secure victories for animals. And every victory is important and celebrated, from the smallest mouse spared a horrific death in a glue trap to the thousands of cows, pigs, chickens, and fish whose lives are saved every time someone goes vegetarian. PETA Latino, is a new outreach division that provide all of PETA’S valuable resources in Spanish so the Latino community can receive information in, and no one will be denied the chance to speak up for animals because of the language barrier. PETA Latino communicates through vegan and vegetarian recipes, testimonials and ads by Latino stars, However, this is enough. In some Latin countries people does not know what PETA or PETA Latino is, and what people can do to help animals. PETA Latino wants to educate Latinos on the abuse animals suffer.
Marketing PETA: 3 million members and supporters PETA2 (PETA’s youth division): 1 million supporters PETA websites: 65,000,000 visits a year Mailing list: over 2.5 million e-newsletter subscribers Direct mail: more than 17 million pieces a year Social media: Facebook: over 1.2 million fans Twitter: over 190.000 followers Youtube: over 13 million views
Target Market The fastest growing segment of the U.S. population is people of Latin American descent. We have seen how strongly this demographic has influenced American culture such as politics, entertainment, and food. There are more than 50 million Latinos in the United States, and young Latinos make up nearly 25% of this country’s youth population.
Objectives PETA Latino wants to educate Latinos on the abuse animals suffer, that is why recently, People for the Ethical Treatment of the Animals, know as PETA, has launched their PETA Latino site attempting to target Latino meat-eaters and animal abusers. Also, many Latin Cuisines consist of a lot of meat, and there are not a lot of green or vegetarian friendly items. To change a culture’s habits on of the ways to change is by swaying over the next generation of Latinos who are more biculturated. By creating ads in Spanish, recipes, and partnership to increase the target.
The Problem PETA focuses its attention on the animal rights, such as factory farms, the clothing trade, laboratories, and the entertainment industry. The problem is, Latin people might not be aware of these rights.
Solution PETA wants to provide this target market information on what they can do to protect animals. They want to promote cruelty free, adopt pets, no experiments on animals. They want us to protest, loudly and publicly against cruelty to animals in all its forms by advertisements.
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