Fake News Real Abuse - Peta
OLV
PETA came to us with a problem: lions and tigers are abused in the circus every day and their stories rarely make headlines. In a time where the conversation was dictated by the U.S. political climate, our problem became bigger. We decided to hijack the controversial fake news phenomenon by creating a fake CGI cat abuse video that mirrored the abuse big cats face in the circus. We leaked the story to the press and the media fed into it, creating outrage at PETA's willingness to spread fake news.
Leaked Video
Reveal Video
Result
With zero dollars in paid media, PETA managed to get more than 2 million organic views across channels, 2,000 retweets, and 17,500 shares on Facebook. 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.
Seen On
The Washington Post, Mashable, Breitbart, Inc.