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Issue 21 | December 2011

Background

PETA wanted to educate advertisers about the shocking mistreatment of apes in commercials. The fact that baby apes are taken away from their mothers and brutally trained for years to perform in front of the camera, is completely unknown to creatives who write ape characters into their scripts.

The goal was to advertise to advertisers, which in itself is a huge challenge. PETA needed to reach them at exactly the moment where the message is most relevant: the creation of the commercial.

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