‘Wear Something Vegan’ Anti-Wool Ad Now Up in Madison

PETA Billboard Near Hilldale Shopping Center Urges People to Steer Clear of Cruelly Obtained Wool Items and Shop Vegan

For Immediate Release:
January 17, 2019

Audrey Shircliff 202-483-7382

Madison, Wis. – As part of its campaign to inspire consumers to shop vegan, PETA has placed a billboard near the Hilldale Shopping Center in Madison that shows a sheep’s sweet face alongside the words “We’re Individuals. We’re Not Sweaters. Wear Something Vegan.”

The ad is located at 5003 University Ave. (at the intersection with N. Whitney Way) and will be up for four weeks.

“Just like us, sheep are flesh and blood, feel pain and fear, and value their lives,” says PETA Campaign Manager Christina Sewell. “PETA’s billboard encourages shoppers to opt for cozy, humane, cruelty-free clothing that no sheep were shorn bloody for.”

PETA and its affiliates have released 11 exposés of 99 sheep-shearing operations on four continents revealing that the animals are beaten, stomped on, mutilated, and even skinned alive for wool. Because shearers are typically paid by volume, not by the hour, they’re driven to work quickly and carelessly. Strips of sheep’s skin—and even pieces of their ears—are cut or torn off during shearing, and the most gaping wounds are stitched up without any pain relief.

PETA—whose motto reads, in part, that “animals are not ours to wear”—notes that a recently released study by the Higg Materials Sustainability Index ranked sheep’s wool, leather, and silk among the top five most environmentally damaging materials and found that alpaca wool is the number one offender.

For more information, please visit PETA.org.

For Media: Contact PETA's
Media Response Team.


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 Ingrid E. Newkirk

“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?” READ MORE

— Ingrid E. Newkirk, PETA President and co-author of Animalkind