Forgoing the use of human skin to get their point across, the PETA 2013 campaign uses more shocking imagery to deter people from buying items brutally made out of animals. Sex might sell, as this animal rights group well knows, but sometimes a reality check is what is truly necessary to burst the bubbles people live in.
In this case, the PETA 2013 campaign shows the world that "when you buy, you become a part of it." This statement is illustrated through the use of 'innocent' urban people skinning and killing the animals they are wearing. The dense copy reads, “Poaching is driven by demand. So the day you stop buying, they stop killing.” Hopefully people will take the message seriously.