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‘Behind the Leather’ - the campaign that made me think twice



 

I’ve always been a strong believer in animal rights and have been a committed vegetarian for the last three years. That said, I’ll be the first to admit that I occasionally bend my principles for a new pair of leather shoes or that must-have suede jacket, but I’ve always alleviated my guilt by mentally separating the product from its source. Until now, that is.

So you can imagine how I felt after viewing the latest PETA campaign ‘Behind the Leather’ created by Ogilvy & Mather Bangkok. The animal rights organisation is renowned for its use of shock tactics to communicate its message, but this latest campaign makes even those with stomachs of steel squeamish.

In ‘Behind the Leather’ shoppers visit a seemingly normal Bangkok pop-up store, The Leather Work, offering ‘handcrafted luxury’ and displaying rails of exotic leather goods. It’s only after curious customers begin to investigate the products further that they’re presented with the cruel cost of the seemingly beautiful merchandise. Handbags are opened to reveal grotesque pumping hearts, belts are turned around to expose flesh stuck to their undersides and hands covered in a thick coating of blood are pulled out of gloves, leaving both the customers and the viewers jumping back in shock. In a matter of seconds, we are presented with the very real reality that the soft, attractive leather is only half of the story.

The campaign has struck a chord with me because I am one of those shoppers, lured in by luxury and the latest styles. I silence my conscience by telling myself that it doesn’t make much of a difference; the animals were probably going to be killed for their meat anyway and I don’t often buy leather products so once in a while doesn’t matter. The product is so enticing that we forget about where it came from.

While some may not agree with the graphic nature of PETA’s latest campaign, it delivers its objective, forcing us to think ‘Behind the Leather’.

You can view the campaign for yourself here, although, be warned, it isn’t for the faint hearted!

 

Tagged with: , Behind the Leather, Lifestyle, North West , PETA, PR, PR Agency Manchester, PR Manchester, Public Relations, Public Relations North West