Creativity

PETA Tries Fat-Shaming to Convince People to Go Vegan

U.K. Bus Ads Blame Obesity on Animal Fats

Published on Sep 17, 2014

Editor's Pick

PETA (People for the Ethical Treatment of Animals) is no stranger to controversy, so it's no doubt prepared for the debate that's bound to ensue when it launches this bus advertising campaign in the U.K. next month. The ad uses an optical illusion to make it look as if the bus is tilting due to the weight of a large man sitting in the back. (Non-Brits should also know that looking like "the back end of a bus" is common shorthand for being overweight.) The tagline simply reads "Time to Go Vegan?"

The non-profit organization is currently in negotiations with bus companies to place the ad, a mock-up of which is seen here. PETA spokesman Ben Williamson told Creativity it's "a light-hearted way of putting across a life-saving message," adding that "on average, vegans are 18% thinner than meat-eaters."

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Date
Sep 17, 2014
Client:
PETA

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