Just a couple of decades ago, when People for the Ethical Treatment of Animals (PETA) was founded, times were very different for animals. Revlon was still dripping nail polish into rabbits’ eyes, General Motors (GM) was killing ferrets and pigs in crash tests, Calvin Klein was still designing furs, game shows gave furs as prizes, and most Americans had never heard the word “vegan.”

PETA has scored major victories for animals since then—our relentless letter-writing campaigns and on-site demonstrations resulted in major companies’ (including Revlon and Avon) swearing off animal tests—ditto GM. A takeover of Calvin Klein’s headquarters was the final straw for the designer, who announced, “No more fur!” PETA’s massive campaign against Wheel of Fortune proved a success when the game show stopped giving away fur prizes. And veggie burgers started cropping up on menus all over the country.

PETA’s confrontational style saved countless animals’ lives. We became the bee in many corporations’ bonnets.

In 1990, we launched a new campaign with a different approach—a poster featuring The Go-Go’s, who wore only a banner reading, “We’d Rather Go Naked Than Wear Fur.” The enormous positive feedback from the public and media made us realize the power that a lighthearted, sexy spin could have on serious, life-or-death animal rights issues. Many people would turn away from images of foxes being killed for their fur via anal electrocution—but they’d line up (and log on) to see people showing their own skin to save animals’ skin.

It’s been said that “a picture is worth a thousand words,” but photos of the routine cruelties suffered by animals in laboratories, fur farms, slaughterhouses, and circuses can be so shocking and upsetting that given just a glimpse of abuse, many people turn away from animal rights messages altogether.

And although traditional protests are often considered “snooze-worthy,” the public always finds naked protesters hard to ignore.

We expanded our “Naked” Campaign and hit the road, striking big cities and small towns all around the United States—and beyond, as naked activists, male and female, took over streets in France, Japan, Russia, Germany, Italy, and other countries. No matter where the activists went, crowds gathered and cheered, and news crews followed their every move.

Pro-animal celebrities eagerly signed on to strip for our Fur Campaign. Supermodel Christy Turlington became the first fashionista to appear naked for PETA. Kim Basinger unveiled her revealing poster on Valentine’s Day in New York. Other supermodels, including tantalizing Tyra Banks, signed on to appear in PETA’s anti-fur ads. New York magazine devoted a Fashion Week cover story to the campaign, headlined “Does the Fur Industry Stand a Chance Against PETA’s Army of Naked Celebrities?”

We decided to keep the “T&A” in PETA by spicing up our other campaigns, including those to promote pleather, vegetarianism, and animal-free entertainment. Activists and celebrities alike were soon spotted wearing only painted-on tiger stripes to protest circuses that use animals. They showed their own flesh in campaigns urging others to lay off animal flesh.

Today, PETA is an international organization that boasts more than 750,000 members and supporters worldwide. We’re feared by animal abusers—and revered by caring people who realize that it really is simple—and makes perfect sense—to make lifestyle changes that directly reject animal abuse, such as going vegetarian and ditching animal skins as clothing.