CAMPAIGNS: PETA targets anglers with dog poster - Public Awareness

Client: People for the Ethical Treatment of Animals (PETA)

PR Team: In-house

Campaign: Fishing Hurts

Timescale: 1 August - ongoing

Budget: Undisclosed

Since 1980, animal rights organisation PETA has campaigned against

fishing in the US and Canada, using poster and TV advertising and

pressing the Boy Scouts of America to withdraw its fishing merit


This year PETA brought the campaign to the UK where angling is the

country's most popular participation sport.


To raise awareness of the suffering of fish at the hands of the

recreational angler and the commercial fishing industry.

Strategy and Plan

European campaigns manager Dawn Carr led the anti-fishing campaign in

the US and Canada and came to the UK on 1 August to spearhead the

British drive. The main thrust would be a poster campaign showing a fish

hook impaling and tugging at the cheek of a wide-eyed, suffering dog.

with the caption: 'If you wouldn't do this to a dog, why do it to a


Early PR activity was sparked by a call from a Daily Record journalist

to ask Carr if PETA would also be contacting the Scouts Association in

Britain to urge it to drop its angling badge. After PETA confirmed this,

many newspapers contacted Carr, who talked about PETA's stance and drew

attention to the poster.

Measurement and Evaluation

PETA has not undertaken formal evaluation but coverage has appeared in

major newspapers. Although many were unsympathetic - for example,

expressions of indignation at the charity's desire to ban fishing and

keen angler Jeremy Paxman denying fish feel pain - Carr says this was

expected. PETA claims hits to the website have increased by 475 per cent

since the publicity.


Carr says: 'Our goal is to get angling banned, but we have to measure

success in different terms. For each person who looks at the image of

the dog and decides not to go fishing, that is a success.'

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