“Here’s a little somethin’ I would like to relate.
Any fish bite, you’ve got good bait.
I’m a-goin’ a-fishin’, yes, I’m a-goin’ a-fishin’,
I’m a-goin’ a-fishin’ too”
– Lovin’ Spoonful
Those crazy kids over at PETA are at it again with a brand new — and pretty darned clever — promotional campaign. Launched this week, “Save the Sea Kittens” is designed to persuade people — or more accurately young kids who then will nag/persuade their parents (something akin to groceries putting Cap’n Crunch on the bottom shelves in the cereal aisle — to stop catching, buying, cooking and/or eating fish.
Like renaming abortion as “Pro Choice” or “Baby Killing,” PETA uses as bait an innovative moniker to grab attention and invite us to learn more about this “new” species. Once hooked (sorry, it’s just too easy — sorta like shooting fish, err, sea kittens in a barrel . . .), we — and our young children — are primed to fish around for more information. And note that the artwork matches the storyline. No nasty hammerhead sharks biting surfers’ legs off here. Rather, we’re treated to a Nemo-like world filled with cute fish sporting big puppy dog — or more accurately, kitten — eyes.
All in all, a very well-conceived and well-executed PR program that will likely gain widespread attention for PETA and its platform. And honestly, what else can one ask of a PR campaign?
On the downside, though, I’m now having a serious jones for a plate of sushi . . .