HOW DID WE ENRAGE THE WORLD ABOUT BIG CAT ABUSE IN THE MIDST OF A NEVER-ENDING POLITICAL NEWS CYCLE?
First we created a fake cate abuse video and leaked it to the press. All abuse methods mirrored daily cruelty endured by big cats in the circus.
Then we leaked it and the media fell right into the trap, sparking outrage at Peta's willingness to spread fake news.
Peta next released a reveal video explaining how the fake abuse video was actually made to mirror and expose the real abuse that happens every day to big cats enslaved in the circus.
The controversy sparked a nation-wide conversation about big cat abuse, a topic that was otherwise invisible before. This led to NYC banning wild animals in the circus.
With ZERO DOLLARS IN PAID MEDIA, Peta managed to get 1,042,632 VIEWS across their main platforms, 2,000 RETWEETS, and more than 17,500 FACEBOOK SHARES. With fake news as the red herring, millions of people were taking about big cat circus abuse.