PETA Animal Protection Campaign

PETA's "It's still going on" campaign features newspaper ads comparing widely-publicized murder-cannibalization cases to the deaths of animals in slaughterhouses. The campaign has attracted significant media attention, controversy and generated angry responses from the victims' family members. Ads were released in 1991 describing the deaths of the victims of serial killer Jeffrey Dahmer, in 2002 describing the deaths of the victims of serial killer Robert William Pickton, and in 2008 describing the murder of Tim McLean. In several cases, newspapers have refused to run the ads.
The group has also been criticized for aiming its message at young people. "Your Mommy Kills Animals" features a cartoon of a woman attacking a rabbit with a knife. To reduce milk consumption, it created the "Got Beer?" campaign, a parody of the dairy industry's series of Got Milk? ads, which featured celebrities with milk "mustaches" on their upper lips. When the mayor of New York, Rudolf Giuliani, was diagnosed with prostate cancer in 2000, PETA ran a photograph of him with a white mustache and the words "Got prostate cancer?" to illustrate their claim that dairy products contribute to cancer, an ad that caused an outcry in the United States. After PETA placed ads in school newspapers linking milk to acne, obesity, heart disease, cancer, and strokes, Mothers Against Drunk Driving and college officials complained it encouraged underage drinking; the British Advertising Standards Authority asked that the ads be discontinued after complaints from interest groups such as The National Farmers' Unions.
Other campaigns are less confrontational and more humorous. In 2008, it launched the "Save the Sea Kittens" campaign to change the name of fish to "sea kittens" to give them a positive image, and it regularly asks towns to adopt a new name. It campaigned in 1996 for a new name for Fishkill, New York, and in April 2003 offered free veggie burgers to Hamburg, New York, if it would call itself Veggieburg. PETA has also produced various flash games showcasing their campaigns, including parodies of Cooking Mama, Super Mario Bros., and Super Meat Boy.