PETA.XXX: Porn website to titillate, and promote animal rights and vegan diets

Arguably one of the most exploitative marketers in the not-for-profit space (sorry Greenpeace), the People for the Ethical Treatment of Animals has upped its own game with its latest promotion.

PETA is planning to launch a pornographic website to promote its animal rights and vegan diet message. They plan to launch it as peta.xxx. They are currently waiting for approval of the domain name.

The site is said to feature "tantalizing" videos and photographs, interspersed with animal rights and vegan diet messaging. The goal is to attract attention with nudity and sexually suggestive content, in order to direct people to the PETA message. Of course, using the "sex sells" marketing technique is nothing new for PETA--which has featured celebrities (including porn stars) with implied (suggestive) nudity for years.

But the XXX website is definitely a step up for the group.

Of course, the question with shock-value promotions, is where do you cross the line and risk the potential of alienating, rather than titillating your audience.

PETA says a pornographic site will allow the organization to reach a broader audience and that publicity about the site is just as important.

"I think the bottom line is we live a in a 24-hour news cycle where over the years we've found our racier actions are kind of a fast track way to get people to stand up and pay attention about the plight of animals," according to PETA spokeswoman Lindsay Rajt.

The New York Times says that critics say that by resorting to pornography, PETA is alienating itself from a large swath of the population that might otherwise be sympathetic to its cause.

Of course "critics" are often organizations seeking to draft off the attention being received by the "offending organization."

"I just don't want to understand why they want to offend people who would potentially support at least part of their cause. There have got to be other ways to draw attention to their cause," said Robert Peters, general counsel for the New York-based anti-pornography group Morality in Media. "Metaphorically speaking, they're getting in bed with hard core pornographers to prevent cruelty to animals. That borders on insanity."

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