Shocking New Ad Blames Meat-Eaters For Amazon Fires

For Immediate Release:

30 August 2019


Jennifer White +44 (0) 20 7837 6327, ext 222; [email protected]


Cattle Ranchers Are Burning Down the Rainforest to Meet Greedy, Global Demand for Meat, PETA Points Out

London – As fires rage in the Amazon rainforest, PETA has launched a graphic new ad campaign that shows a cow attacking a scarlet macaw set against a fiery background and the words “Eating Meat Kills More Animals Than You Think”. The ad – which was designed for PETA Germany by fischerAppelt – explains, “Ranchers set fires in the Amazon rainforest to graze cattle and grow crops for them. Go vegan.”

The image is also available here.

“The demand for meat in the UK and around the world is the cause of the deadly fires that are robbing humans and other animals of their rainforest homes and delivering global climate change,” says PETA Director of International Programmes Mimi Bekhechi. “People can decry the devastation all day long, but as long as they have meat in their mouths instead of going vegan, they might as well whistle into the wind.”

More than 90% of the Amazon rainforest that’s been cleared since 1970 is used for meat production, either for grazing or for growing food for cattle. In addition, the United Nations states that animal agriculture is responsible for nearly a fifth of human-induced greenhouse-gas emissions – and warns that a global shift to vegan eating is necessary to combat the worst effects of climate change.

In addition to combating deforestation, decreasing their carbon footprint, and sparing the lives of nearly 200 animals each per year, people who go vegan reduce their risk of suffering from heart disease, diabetes, cancer, obesity, and other health conditions.

PETA – whose motto reads, in part, that “animals are not ours to eat” – opposes speciesism, which is a human-supremacist worldview. For more information, please visit