I’ll Have What She’s Having

Not long ago, shame and revulsion were the only communications strategies that PETA (People for the Ethical Treatment of Animals) understood.

No more. The organization continues to retool its image—and refine its tactics—to appeal to consumers’ psyches, not just their consciences.

Its latest campaign, which stars a nude Alicia Silverstone, is a case study for how to creatively position a message to engage an audience (and potentially change a behavior) rather than just pound on a drum.

Note: You won’t even see the PETA logo in this ad. It’s GoVeg.com. We might just be seeing the next “green” movement take shape right before our eyes.