Mary-Kate and Ashley Olsen are two of the worst offenders when it comes to wearing fur. We’ve written the twins letters and sent them our undercover investigation to let them know the cruelties of this industry; however, that seems to have made no difference to them. The Olsen twins are constantly in the public eye and are looked up to by millions of girls around the world—that’s a lot of responsibility, and one that shouldn’t be taken lightly. What kind of message does supporting the fur industry send their fans? That it’s okay to abuse animals to keep up with the latest trends? That’s just downright heartless. There are so many humane alternatives out there that don’t cause an animal to suffer and die—like faux fur—that there is no excuse for wearing the fur off an animal’s back.

Our Trollsen Twins campaign is an entertaining way for people to learn about what happens to animals killed for their fur—people who might not know anything about what happens to millions of foxes, chinchillas, minks, rabbits, and yes, even cats and dogs, that are killed to become “fashion” accessories. We live in a tabloid world, and most of the time it takes something unique, and sometimes controversial, to catch people’s attention. We use every opportunity we can to help animals, and this is one way that is without a doubt effective.

Check out just a few recent articles that have been written about the campaign:

Fox News
AOL News
E! Online

There are celebrities out there who use to wear fur, but once we contacted them and let them know what the animals go through, they had a change of heart—and even work with us on our anti-fur campaign now. Eva Mendes is one of those celebrities who had a change of heart—check out her anti-fur ad and what she has to say about the fur industry here.

We know this campaign doesn’t necessarily appeal to everyone, which is why this is just one approach we take to educating people about animal rights. We do public outreach at concerts and festivals, write letters to the editor, stage demonstrations, offer free and low-cost spay and neuter services locally, and help students make a difference for animals. We focus on the four major industries that the largest number of animals are treated the worst—in the food, entertainment, experimentation and clothing industries. This is simply one of our campaigns to help animals that are abused by these industries, and simply one part of the important work PETA does to help animals.

Dan Shannon is assistant director of youth outreach & campaigns for PETA.

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Back in December, I wrote a post discussing PETA’s marketing tactics against the Olsen Twins for wearing fur. Click here to read the original post, “Has PETA’s Advertising Gone Too Far?” This post spurred the most comments to date on our blog. Below I’ll share a few of the comments we received. And stay tuned, PETA has seen our blog and is rendering a response!

I think it’s an innovative new approach to go after high profile celebrities with a catchy phrase like “trollsen twins.” It caught my eye when I read about it and isn’t that the point? – Anne

For me, PETA’s tactics turn me off from the cause more than anything. I sympathize with their plight, but the vile public harassment makes their campaign less about fur and more about the defamation of their current target. – Jessie

Ummm, that’s pathetic. I don’t think it is effective to attack people as far as their lifestyles are concerned. They are just attacking celebrities because of their iconic status, thus drawing in attention. Yes, that works but not for the mission of the company. I think it would be more powerful if they actually focused on the reality of animal rights, something that would open the public’s eyes to the issues and recruit supporters. PS- This makes me think of Jeremy Piven throwing meat at the Vegans in PCU. – Jordan

I think PETA’s approach is not very different from other product advertising campaigns, such as, tobacco’s - “smoking after sex.” Alcohol and tobacco have been selling sex for years, why not PETA. Peta should hire a nutritionist to conduct some research into the possibility of vegetarians being more virile and potent. It could launch a whole new Viagra type advertising campaign. Let’s uncover the hard facts about being a vegetarian. – James

There is a documentary on HBO about the head lady of PETA. She is a nut. After watching that I would never support PETA. As for this campaign, it does nothing for me. Instead of using celebs they need to show people some of the hidden camera footage they have of the way some of these animals are treated. PETA has a crazy following with the mentality “you are with us, or against us,” and that is the wrong way to go about things. If they are looking for people the change the way they treat/consume animals the hot Olsen Twins are not going to get it done. – Boris

The tactics of PETA are sensationalistic and ineffective. If they really wanted to change the plight of animals and make a difference, they would not be wasting their time defaming celebrities and making tabloid headlines, but rather putting their efforts into exposing and trying to correct the horrible conditions behind the scenes. – Joy

We encourage all blog readers to dive into the discussion with us. Simply click on the “Comments” link below each post to add your thoughts.

Pat Cauley, eMedia editor, Electronic Retailer Magazine

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First they give us a vegan with Alicia Silverstone swimming naked in a pool in support of animal rights. Now they’ve gone on the attack against Mary-Kate and Ashley Olsen for wearing fur. Dubbing them the “Trollsen Twins,” and more specifically, “Hairy-Kate and Trashley,” PETA has seriously stepped up its provocative awareness tactics. But, is this effective?

We know that celebrities can help sell products, such as Guthy-Renker’s Proactiv. But do we really care whether or not they wear fur or support animal rights? Are Mary-Kate and Ashley Olsen as instrumental in halting the production of fur garments as those who actually make the business and distribution deals in the fur industry? The billboards featuring the Olsen twins that read, “Fur is worn by beautiful animals and ugly people” debuted yesterday in L.A., and will also run in magazines. In addition, PETA has launched a microsite with videos and interactive games, as well as a MySpace page for its “Trollsen Twins” campaign.

Has PETA gone too far? Or will this multichannel marketing effort prove effective?

-Pat Cauley, eMedia editor, Electronic Retailer Magazine

PETA’s “Trollsen” Campaign

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