Are PETA promoting domestic violence?

PETA have done it again.  The organisation that literally seems to fight for the right of animals has sunk to a new low with their latest ad.  Whilst trying to promote veganism they have seemingly endorsed domestic violence.

Watch this and see what you think.

Tory Shepherd writes for The Punch today

It’s about a woman getting the ‘bottom knocked out of her’ by a virile vegan. But don’t worry, ladies, PETA also offers some tips on protecting yourself from his aggressive advances!

These include:

* Wearing a helmet (“strap it down, hop in bed and hold on tight”).
* Strengthening your pelvic floor muscles so you can handle his ‘superpower’.

But domestic violence? Really? Don’t chortle and say it’s “tongue in cheek” and “playful” and point out the chick’s “mischievous smile” as though really, she was asking for it.  She’s wearing a neck brace, and you’re merrily jesting about needing protective equipment.

PETA’s President is female. I wonder if she likes getting the bottom knocked out of her.

Hear hear Tory. I am ardent supporter of animal rights, I think some of the work PETA does is amazing, but sadly not always admirable. To portray domestic violence as a “by product” of veganism is to my mind appalling.

PETA is not new to controversy, in 2009 one of their ads was removed by US Network NBC and in 2008 we covered their Sydney protest against KFC.  Three women, wearing only underwear and some tape to cover their nipples, were protesting inside a cage outside the KFC restaurant on George Street, Sydney. They had a banner that read: “Chicks agree, boycott KFC”.

At the time a thought-provoking article by Josephine Tovey criticised PETA for its repeated use of the naked female body to generate media attention for the plight of animals.

This is the sophisticated publicity technique the organisation has been perfecting over the past decade, with scores of their campaigns using the female body to try to raise awareness about animal rights. Not in a John-and-Yoko, dimply-bottoms-out-for-peace kind of way, but in a “put a hot naked chick next to a product you’re trying to sell” way.

Whether or not you think the campaigns are sexist, they do raise a bigger question of whether this is really an effective way to get a message across to your audience.

Are PETA exploiting women to help animals? Do their good intentions justify the means? And has this latest ad just tipped the scales?