Difficult execution but impactful outcome: PETA India

In spite of facing problems in executing extravagant and outspoken campaigns, People for the Ethical Treatment of Animals (PETA) India still considers OOH as a powerful communication media to stop cruelty on animals. It has been strategically using the outdoor media which, it believes, gets noticed and triggers conversations on the issues raised by them.

To create a long-lasting impact, PETA India follows a practice of crafting humorous yet powerful messages for OOH campaigns which are ideated and designed in-house. According to the organisation, usually the campaigns receive good response but execution involves a lot of struggle where mass outrage becomes a real challenge. Recently, on the occasion of Bakra Eid, PETA India had run a message to stop slaughtering animals. This had hurt the religious sentiments of various groups in Uttar Pradesh. As a result, it was taken down. “Lot of times, our sites are taken down by the angry residents who don’t agree with PETA India’s ideology. In fact, at times, messages are deliberately misinterpreted and promoted with wrong meaning which create a huge challenge for us,” said Radhika, Campaign Coordinator, PETA India.

However, the organisation’s faith in the media seems intact. “OOH has played a key role in our outreach strategy that leads to positive outcomes. We have observed lately that our outdoor campaigns have seen an increase in response rate. People are searching about our content and sending inquires. Hence, we are looking for ways to increase our presence through the outdoor media,” added Radhika.  

There has been a 530% rise in views of video which exposes cruelty to animals for getting leather and 1000% increase in the viewership of videos that discloses the cruelty on animals seen in the business of Indian dairy industry and poultry, posted on PETA India’s social media handles.

Referring to the campaigns on the World Vegetarian Day, Chennai water shortage issue and festivals, Radhika said the organisation leverages OOH media to its fullest by running campaigns on different occasions. Out of all, a few campaigns are pre-decided while others are instantly planned to capture the need of the situation. Hence, we carefully select our sites which are located in high footfall markets to cover a large audience.

The biggest highlight of their campaigns is the creative part which comprises eye-catching images and hard-hitting messages where animals occupy main place. However, in March this year, a vegan celebrity Joaquin Phoenix was seen in their OOH campaign.

The organisation has been associated with The Media Ant for media buying and planning for their outdoor campaigns. Speaking on the association, Radhika said, “The Media Ant understands our message and the kind of audience we want to target for the campaigns. Therefore, it has been helpful to us in executing them.”