Introduction to Pr - Case Study

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PETA “Save The Sheep” Campaign | AbstractCase Study on PETA and their international boycott of the Australian Wool Industry. I go into detail about the issue, ‘mulesing’, the tactical strategies used by PETA to gain support and the success of the campaign.
Tara Walters S2892604
1510HUM Introduction to Public Relations |

case study
PETA “Save The Sheep” Campaign | AbstractCase Study on PETA and their international boycott of the Australian Wool Industry. I go into detail about the issue, ‘mulesing’, the tactical strategies used by PETA to gain support and the success of the campaign.
Tara Walters S2892604
1510HUM Introduction to Public Relations |

This case study focuses on the People for Ethical Rights and Treatment of Animals (PETA) and their campaign to boycott the Australian Wool Industry and in particular the practice of ‘mulesing’ on the sheep (“Save the Sheep” campaign). Australia is one of the world largest producers of wool, and the last country to inherit ethical agricultural practices in the Wool Industry (AWI). Firstly I cover the research and situation analysis aspects of a 10 point plan, describing PETA, the cruel practice of ‘mulesing’ and the PETA campaigns main focus of phasing it out using boycotting. Then researching and explaining PETAS goals and tactics of the plan, going in to detail on the strategy used by targeting International apparel retailers, which included aggressive advertising threats against retailers and how targeting an Australian Industry off shore was a great benefit for the campaign. Finally I will show the campaigns outcome, evaluating the success it had, even against a large industry which are stuck in there ways. Managing to boycott the industry with major retailers…...

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