ABOUT

Vegan campaigns have traditionally relied on guilt and shock—showcasing animal suffering and appealing to moral responsibility. While once effective, this approach no longer resonates with today’s audiences, who increasingly reject heavy, blame-driven messaging, especially in a social media landscape dominated by entertainment and humor.
At the same time, we live in an individualistic culture where consumers are less likely to change their habits for the sake of others—whether animals or the environment.
To reach a broader audience while staying true to PETA’s disruptive spirit, we needed a creative shift: something provocative without being alienating, engaging without being preachy.
Our solution came from a surprisingly relatable insight: constipation. More than 20% of the global population suffers from it, often experiencing physical discomfort as well as mental health impacts. And one of the most effective natural solutions is a vegan diet.
We developed “Good Shit,” an animated online film driven by absurdist humor, playful characters, a catchy song, and a carefree tone—completely different from PETA’s usual aesthetic. Instead of presenting veganism as a moral obligation, the campaign reframed it as a personal benefit.
The campaign was designed to earn attention organically—and it did. Within the first five days after launch, “Good Shit” generated more than 2.1 million impressions, delivered 4× PETA’s average engagement rate, achieved 87% positive sentiment, and earned international media coverage. Even Ricky Gervais responded positively on X.
This campaign redefined how PETA communicates, engaging new audiences through humor and personal relevance rather than guilt.