MARKETING MIX: PETA flushes out the best medium for its message

If your campaign message contains the word ’urine’ then there is only one medium to use - washroom posters. This, at least, was the feeling at PETA, People for the Ethical Treatment of Animals, which is launching a campaign to warn women that the menopause drug, Premarin, contains horse urine.

If your campaign message contains the word ’urine’ then there is

only one medium to use - washroom posters. This, at least, was the

feeling at PETA, People for the Ethical Treatment of Animals, which is

launching a campaign to warn women that the menopause drug, Premarin,

contains horse urine.



The campaign, through Admedia, is running in 18 of the UK’s biggest

motorway service stations, where it can expect to be seen by 20 million

women a month, apparently.



’Ur Ine for a Surprise if You Take Premarin’, claim the posters, which

then go on to detail how the urine is collected - from impregnated mares

who are tied in small stalls with rubber sacks tied to their groins.



The method behind the media strategy is that within the privacy of a

washroom cubicle women are much more likely to read the whole poster and

take down the telephone number than they are if they were walking down

the street.



’Our ad may turn their heads but the cruelty will turn their stomachs,’

says PETA’s Toni Vernelli.



And, if he’s right, the women will find that they are in the right

place.



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