‘What’s Wrong With You?’ New PETA Campaign Calls Out Albuquerque’s Wool-Wearing ‘Animal Lovers’ 

For Immediate Release:
August 11, 2025

Contact:
Alex Payne 202-483-7382

Would you rescue a stray kitten off the street, but slap on a pair of wool mittens in the winter? That’s the contradiction PETA is pointing out to “animal lovers” in the Duke City—which became the first municipality to ban pet stores from selling cats and dogs nearly 20 years ago—in a sky-high message near several animal shelters and veterinary clinics. The campaign aims to point out the hypocrisy between loving one animal and exploiting part of another, and asks passersby, “There’s so much right about you, so what’s wrong with you?”

“Most people wouldn’t shave a kitten to make a pair of gloves, yet they don’t question wearing the wool of a sheep who suffered immensely and was sliced to ribbons for their mittens,” says PETA President Tracy Reiman. “PETA urges everyone to do some self-reflection and expand their circle of compassion to all animals by wearing and eating vegan.”

Sheep feel love, joy, fear, and pain just like all animals and can read other sheep’s facial expressions—but in the wool industry, workers beat, stomp, and kick them and leave them with gaping wounds after shearing. When their wool production slows, they’re sent to slaughter.

PETA’s billboard can be seen at 1201 Yale Blvd, Albuquerque. Similar billboards are running in other animal-friendly cities throughout the country, including New York and Chicago.

PETA—whose motto reads, in part, that “animals are not ours to wear or abuse in any other way”—points out that Every Animal Is Someone and offers free vegan starter kits to anyone looking to make the switch. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.