# Brutal Skinning Animal Ads The PETA 2013 Campaign Shows 'When You Buy, You Become a Part of It' By Meghan Young | Published 2013-07-16 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/peta-2013-campaign References: [fastcoexist](http://www.fastcoexist.com/1682555/petas-brilliant-bloody-new-ad-campaign) & [peta.org](http://www.peta.org/) Forgoing the use of human skin to get their point across, the [PETA](https://www.trendhunter.com/trends/animal-intelligence) 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](https://www.trendhunter.com/trends/max-mara-fashion-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](https://www.trendhunter.com/trends/slovember-campaign).” Hopefully people will take the message seriously. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 52% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### Why This Trend Is Growing - **Animal Rights Activism:** Opportunity to create innovative campaigns that shock and raise awareness about the cruelty of using animal products. - **Consumer Consciousness:** Growing trend of consumers becoming more aware and conscious of the impact their purchasing decisions have on animal welfare. - **Sustainable Fashion:** Disruption in the fashion industry with a focus on cruelty-free and sustainable alternatives to animal-based products. ### Industries Being Reshaped - **Advertising:** Opportunity for advertising professionals to develop impactful and thought-provoking campaigns for animal rights organizations. - **Fashion:** With the rise of animal rights activism, there is an opportunity for the fashion industry to shift towards cruelty-free and sustainable alternatives. - **Consumer Goods:** Opportunity for companies in the consumer goods industry to cater to the growing demand for animal-friendly products. ## Related on Trend Hunter - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Charity Organization Rebrands](https://www.trendhunter.com/trends/humane-world-for-animals.md) - [Brand-Led Endangered Animal Programs](https://www.trendhunter.com/trends/endangered-animal-program.md) - [Provocative AR Campaigns](https://www.trendhunter.com/trends/not-so-happy-animals.md) - [Meat-Free Deli Product Commercials](https://www.trendhunter.com/trends/meatfree-campaign.md) - [Pet-Powered Beauty Campaigns](https://www.trendhunter.com/trends/animal-intelligence.md) - [Pet-Equality Campaigns](https://www.trendhunter.com/trends/pet-ownership.md) - [Animal Welfare Campaigns](https://www.trendhunter.com/trends/food-lion1.md) - [Retail Overconsumption Campaigns](https://www.trendhunter.com/trends/coachtopia-1.md)