To draw attention to the cruelty to monkeys often exacerbated by unwitting creatives who feature them in ad scripts, BBDO New York came up with an 'auto correct' feature for PETA.
The tool will be sent to agencies around the world to use on their computer networks. The idea is that when an agency creative types the world 'ape', 'chimp', ''monkey' or 'gorilla', instead of a normal auto correct, a message will flash up attracting their attention to the cruelty to animals involved in taking them from their mothers at an early age. The message links to the PETA "No Monkey Business' website, highlighting the issue and urging them to take the 'Great Ape Pledge' - that they will no longer use monkeys in their scripts. BBDO has, naturally, already taken the pledge.