Nicole Meyer 202-483-7382
West Springfield, Mass. – Ahead of its national television debut, PETA’s brand-new video campaign will hit the Fiber Festival of New England to compel attendees to consider the suffering behind every wool item. The television spot shows a family visiting an apparently cheery, “ethical” shearing operation, but things soon go horribly wrong when the shearer pulls out a pair of bloody shears along with a needle to sew up the sheep “when she gets cut.”
“Gentle sheep are cut to ribbons, all for wool sweaters and scarves,” says PETA Executive Vice President Tracy Reiman. “PETA is calling on everyone to show some moral fiber and shun wool in favor of soft and cozy vegan options that leave sheep in peace.”
PETA U.S. and other PETA entities have documented cruelty to sheep while visiting 117 wool industry operations worldwide, revealed in 14 exposés. Even on “sustainable” and “responsible” farms, workers beat, stomped on, and cut into the skin of struggling sheep before slitting their throats while they were still conscious. Fortunately, many top retailers offer clothing made of natural eco- and animal-friendly vegan fabrics, including organic cotton, linen, Tencel, and modal.
PETA U.S. will next run the spot on DirecTV National on AMC during The Walking Dead finale on Sunday, November 20, as well as on FX, VICE, Discovery, and several other stations in order to reach consumers ahead of Black Friday.
The campaign will be broadcast on the sides of a vehicle circling The Big E, located at 1305 Memorial Ave. in West Springfield. The back of the vehicle will display a message reading, “Sheep Suffer for Wool. Wear Vegan. PETA.”
PETA—whose motto reads, in part, that “animals are not ours to wear”—opposes speciesism, a human-supremacist worldview. For more information, please visit PETA.org or follow the group on Twitter, Facebook, or Instagram.