Life

PETA's emoji campaign

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The organisation PETA, People for the Ethical Treatment of Animals, are renowned for their inventive adverts. And their new campaign is no different, employing the creative use of emojis to highlight animal cruelty with surprisingly powerful results.

The ad is set to launch this week and is making use of the small icons, commonly used on Twitter, in a bid to reach out to younger audiences.

As part of a campaign that also features print and video ads, it tells stories of animal cruelty entirely through emoji.

The graphics offer a blunt look at how consumer goods rely on the fur of rabbits, cows and monkeys, which are killed with guns, needles and hammers.

Created by agency BPG, based in LA, the ads come with an option for people to donate money to PETA via an emoji-based texting feature provided by Waterfall Mobile.

You can watch the video below.

PETA have a host of celebrity supporters, including fashion designer Vivienne Westwood, actress Pamela Anderson and singer Justin Bieber.

Over the years, the animal rights organisation has come under fire for their, at times, controversial adverts. Their fairly gruesome 'Go Veg' campaign depicted a woman hanging from meat hooks, surrounded by slabs of meat.

Similarly, their anti-bullfighting shock ad with Elen Rivas was banned in some in-flight magazines, as it showed the Spanish model naked with blood dripping down her back, as if she had been stabbed.