Ads, Video Interviews, and New peta2 Macbeth Shoe Encourage Kids to Take the ‘First Step’ Toward an Animal-Free Wardrobe
For Immediate Release:
July 3, 2013
Shakira Croce 202-483-7382
Los Angeles — They’re putting their best vegan foot forward: peta2, PETA’s youth division, is teaming up with Macbeth Footwear and Tonight Alive, Forrest Kline of Hellogoodbye, Jona Weinhofen of I Killed the Prom Queen, and Mindy White of States for “The First Step,” a massive new campaign that encourages young people to choose nonleather shoes, clothing, and accessories. The new campaign includes print ads and video interviews starring the musicians as well as the very first peta2-branded shoe: the peta2 x Macbeth “Gatsby,” a gray canvas, red-laced sneaker accessorized with a picture of peta2’s “Not a Nugget” character on the inner sole. The shoe will be sold on Macbeth’s website and at all 600 Journeys stores across the U.S.
In the new ads, available at peta2.com/FirstStep, the band members show off the new peta2 x Macbeth shoe next to the words “Take the First Step for Animals.” And in their interviews, the musicians explain how kids can ease into an animal-friendly lifestyle—and why buying leather-free products is a good place to start.
“We’ve seen a couple of videos—viral videos—that have gone around of the treatment of the animals that have been used for fur and leather, and they’re pretty graphic,” says Cam Adler, bass player of Tonight Alive, and guitarist Jake Hardy adds, “There’s so many … good-looking alternatives. I mean, these Macbeth shoes look awesome. You can get fake leather jackets. You can get pretty much fake anything these days.”
“All you do is just take it one step at a time,” adds Hellogoodbye lead singer and guitarist Forrest Kline. “Some people give up just red meat first, and that’s one step. Or give up leather products—don’t buy a leather belt. Lots of first ways to get your feet into it, and then you just ease in. … Pick one small thing you know you could do today, and then do that, and then tomorrow you’ll do the next thing. And you’ll just keep building on it.”
For more information and to view the ads, please visit peta2.com/FirstStep.