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Levi Strauss & Co. Leaves Endangered Animals Out of Ads

January 2009


After an incident in which a chimpanzee attacked a woman and left her with life-threatening injuries, PETA reached out to Levi Strauss & Co., which had featured an orangutan in a viral video in 2008. After learning about the abuse suffered by great apes and other exotic animals who are forced into the entertainment industry, Levi’s prohibited the use of any endangered animals, including great apes, in the advertising and marketing of its products.

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“Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights?”

— Ingrid Newkirk, PETA Founder and co-author of Animalkind

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