PETA sought to challenge public perceptions of wool as a harmless product by exposing the cruelty behind its production. Around the time of a UK cold snap—when wool clothing was at its seasonal peak—we executed a campaign that aimed to inform audiences about the ethical issues within the wool trade, including documented abuse uncovered through undercover investigations. By securing high-impact media slots, we helped shift the conversation towards compassionate fashion choices, encouraging consumers to consider animal-free alternatives and reinforcing PETA’s message that animals are not ours to wear.