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How did PETA promote veganism after its founding in 1980?

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Illustration of a vegan food pyramid divided into four sections: whole grains at the base, followed by vegetables, then fruit, and legumes at the top, with recommended daily servings and images of representative foods in each group. — vegetarianism A vegan food pyramid, which excludes meat and animal products.

Founded in 1980, People for the Ethical Treatment of Animals (PETA) was established to advocate for a vegan diet and to end the use of animals in testing, entertainment, and clothing.1

To promote its mission and alter public attitudes toward animal rights, PETA utilized creative advertising campaigns that combined serious messaging with humorous or spooflike elements. The organization actively fought against "speciesism," arguing that animals have an interest in avoiding unnecessary pain and that these interests should be protected.2

Beyond direct advocacy for veganism, PETA’s broader strategy involved:
* Litigation and Exposure: Early efforts included exposing and taking legal action against government and private research laboratories that utilized animal testing.2
* Industry Pressure: PETA successfully pressured various industries to adopt cruelty-free practices. This included convincing many cosmetics companies to end animal testing and influencing major fashion figures to go "fur-free".2
* Raising Awareness: The organization worked to increase public awareness regarding the abusive treatment of animals by suppliers for fast-food chains and in industries that lacked protective legislation.2