PETA (People For The Ethical Treatment Of Animals) is known for using shock tactics to get its messages across. Its latest ad campaign to get people to quit eating meat is no exception.
According to the Huffington Post, PETA is launching a new billboard campaign, inspired by the microwaving death of a California baby earlier this year. The billboard shows an image of someone putting a pork chop in a microwave, next to an image of a mother pig and her piglet, with the text: "Everybody's Somebody's Baby. Go Vegan."
PETA spokesperson Lindsay Rajt told the Huffington Post the ad references the death of six-week-old Mirabelle Thao-Lo, who is believed to have died in March from being burned in a microwave oven. Her mother, Ka Yang, has been arrested.
"We really wanted to call on all the people who have felt rightfully horrified by the tragedy and go beyond horror - to look in their own lives for things they can do to reduce the amount of violence and suffering in the world," Ms. Rajt said.
Previous PETA ads provoked controversy with sexualized images, such as the "Veggie Love" and "Veggie Love Casting Session" ads (which show women in bikinis, seductively kissing vegetables) and its ads featuring Alicia Silverstone and other famous vegetarian and animal-loving actors in the buff. But instead of wooing carnivores to vegetarianism, the new microwave ad seems meant to sicken them into giving up meat.
The question is, does the tactic work?
What's more horrifying - eating meat, or using the death of a baby to promote the message? Tell us what you think.