AETP, Animals for the Ethical Treatment of People poses a very simple question: If the world was the other way around, would animals do to us what we do to them? Would animals ill-treat and be inhuman to human beings for their personal gain?

We created an organization that has animals advocating for the ethical treatment of humans –AETP. Like PETA but by the animals and for the people.

The digital content had the animals describing precisely what humans do to animals, BUT as if it was actually being done to people.

We then setup a website that is an exact replica of PETA’s. But, again, the content is animals canvassing for people in a context where humans are the ones being used for testing and being tortured and abused in zoos, circuses and shows.

Some of the headlines read: ‘Why should humans have rights?’ ‘Speak out against torture of Men during Annual Festival.’

By simply flipping the ‘person’ behind the words, it was fairly easily to understand PETA’s mission to end cruelty of all kinds.

The films, the website and posts were featured on PETA’s social channels across the world— starting on April 24th.

The campaign has resonated with animal lovers and they have adopted the message.

In just a little over a week, the campaign has grown organically with over 1 million views and 5000 shares.

Many see in this campaign an impactful and effective way to reach those who remain indifferent.