The goal of this memo is to present a set of proposed questions about the Kentucky Fried Cruelty campaign which will posted on the PETA Facebook page. We want to know the public’s opinion on the website for the campaign so that we can make changes to increase the effectiveness of the campaign.
Summary
In 2003, PETA launched the Kentucky Fried Cruelty campaign. The campaign seeks to change the fast food restaurant KFC’s treatment of chickens. The restaurant KFC has been known to commit unnecessary malpractices such as cutting the beaks off baby birds, boiling the chickens while they are still conscious, and have workers handle the live chicken roughly by slamming them in to tight cages which often break the chickens’ bones.
We are currently …show more content…
In this specific campaign, we do not hold back. We highlight the disgusting cruelty that KFC does to its chickens. We would like to know the public’s opinion on the effectiveness of this approach.
(2a) Do you believe that PETA’s “in-your-face tactics” are effective in this campaign?
As stated before, the main goal of this specific campaign is to get people to boycott KFC because of their practices. However, throughout the site are links about becoming vegetarian. Convincing people to be vegetarian is neither the goal of our campaign nor necessary in order to boycott KFC. This may seem dishonest to people who want to protest KFC, but are not willing to give up meat.
(2b) Would this campaign would be more effective if it focused less on promoting vegetarianism?
Although we may wish that everyone could give up eating meat, this is not the focus of this campaign.
Question 3: Infographics and Social Media
The website is loaded with many facts and statistics. However, they are most presented as plain text with no accompanying images. It may be useful to change up this bland presentation by compiling some of the statistics into a single infographic which can then be shared by activists on social media …show more content…
The current site is clearly outdated because it contains no links to relevant social media pages, however it features a link to “E-mail Site to Friends.”
Miscellaneous Recommendations
• Many facts and statistics are posted on the website without sources. Although PETA is trustworthy and referencing every fact would be cumbersome, providing credible sources to some of the claims will improve the site credibility while also giving the readers the opportunity to learn more about a given topic.
• The main expert opinion used throughout the website is from Dr. Adele Douglass, former animal welfare advisor to KFC. However, the source of this all comes from a single Chicago Tribune article. The site may benefit with a direct interview with Dr. Douglass or any of the other advisors.
• There are a few dead links scattered throughout the website. For instance, the link to PETA’s vegetarian starter kit is an empty page, and the link to learn about “chickens’ amazing intellectual and social abilities” redirects to a page for “mock meat”
Summary
In 2003, PETA launched the Kentucky Fried Cruelty campaign. The campaign seeks to change the fast food restaurant KFC’s treatment of chickens. The restaurant KFC has been known to commit unnecessary malpractices such as cutting the beaks off baby birds, boiling the chickens while they are still conscious, and have workers handle the live chicken roughly by slamming them in to tight cages which often break the chickens’ bones.
We are currently …show more content…
In this specific campaign, we do not hold back. We highlight the disgusting cruelty that KFC does to its chickens. We would like to know the public’s opinion on the effectiveness of this approach.
(2a) Do you believe that PETA’s “in-your-face tactics” are effective in this campaign?
As stated before, the main goal of this specific campaign is to get people to boycott KFC because of their practices. However, throughout the site are links about becoming vegetarian. Convincing people to be vegetarian is neither the goal of our campaign nor necessary in order to boycott KFC. This may seem dishonest to people who want to protest KFC, but are not willing to give up meat.
(2b) Would this campaign would be more effective if it focused less on promoting vegetarianism?
Although we may wish that everyone could give up eating meat, this is not the focus of this campaign.
Question 3: Infographics and Social Media
The website is loaded with many facts and statistics. However, they are most presented as plain text with no accompanying images. It may be useful to change up this bland presentation by compiling some of the statistics into a single infographic which can then be shared by activists on social media …show more content…
The current site is clearly outdated because it contains no links to relevant social media pages, however it features a link to “E-mail Site to Friends.”
Miscellaneous Recommendations
• Many facts and statistics are posted on the website without sources. Although PETA is trustworthy and referencing every fact would be cumbersome, providing credible sources to some of the claims will improve the site credibility while also giving the readers the opportunity to learn more about a given topic.
• The main expert opinion used throughout the website is from Dr. Adele Douglass, former animal welfare advisor to KFC. However, the source of this all comes from a single Chicago Tribune article. The site may benefit with a direct interview with Dr. Douglass or any of the other advisors.
• There are a few dead links scattered throughout the website. For instance, the link to PETA’s vegetarian starter kit is an empty page, and the link to learn about “chickens’ amazing intellectual and social abilities” redirects to a page for “mock meat”