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.
