PETA invade fashion week

One day PETA (People for the Ethical Treatment of Animals) will wake up to themselves. They’ll realise that their causes are failing to truly resonate not because the public don’t care and not because the fashion media at large ignore them. They’ll realise that their message fails to make a real impact because they, PETA, is actually the problem. How they conduct themselves, who they get to represent them… everything. Everything about the way they communicate their message is off target, isn’t the way things are done, isn’t the way your endear people to your cause or go about educating people.

Case in point, their invasion of Melbourne fashion week (MSFW) last night with an anti-fur message last night.

Did anyone, fur wearers or mere witnesses alike, come away with a sense of guilt about the fact that they were watching a catwalk that didn’t feature fur? Not for a moment. What they did come away with was a sense of annoyance at PETA’s in-your-face, interrupt-your-evening, heckle-the-crowd method of trying to get their message out there. No matter what the message is, invasion marketing has had its day – it doesn’t work for any industry or any cause.

PETA probably have a good message, but the community at large won’t bother to listen to what it is until they learn how to communicate in a non-bludgeoning fashion.