PETA has spent the last year building a trilogy of campaigns with SAMY that share one strategic decision: stop showing animal suffering and start showing what a plant-based diet does for the person eating it. The approach inverts decades of animal rights advertising, and the results suggest the inversion is working.
Good Sh*t (2025): The Constipation Campaign
Social listening data uncovered an unexpected entry point. Constipation affects roughly 20% of the global population, making it one of the most universal, most under-discussed health complaints that people actually talk about online. SAMY and production studio Flamboyant Paradise built “Good Sh*t” around that insight: a bold, NSFW musical animation featuring singing poos celebrating the digestive benefits of a vegan diet, rolled out globally across YouTube, Instagram, TikTok, Spotify audio spots, and UK out-of-home sticker placements.
Santi Lucero, Global CCO of SAMY, explained the underlying strategic logic that shaped the whole campaign: “We set out to find the most distinctive and effective way to grab people’s attention in a competitive space like social media. Humour, animation, and music became the perfect channels to deliver this unexpected message.” The campaign was built specifically on the finding that depicting animal suffering can backfire, causing audiences to disengage rather than reconsider their diet.
Stronger Than Your Prejudice (2026): The Masculinity Campaign
The second instalment targeted a different insecurity. Drawing on a study featured in the 2018 documentary The Game Changers, the campaign cited data showing that men who ate plant-based diets exclusively achieved 13.5% firmer erections on average and lasted up to five times longer. Three 30-second films, directed by duo Biceps, depicted traditionally masculine displays, duelling, sword fighting, karate, performed by plant-powered men with claimed performance advantages, directly subverting the stereotype that veganism is incompatible with masculinity or physical strength.
Mimi Bekhechi, President of PETA, framed the campaign’s thesis precisely: “Strength is not defined by outdated stereotypes. A plant-based diet supports both health and performance.”
Last Longer, Go Vegan (2026): The Sequel
The third and most recent instalment, launched in the UK in June 2026, takes the same erectile performance research and extends it through cheeky wordplay driven imagery, depicting a “HARD cover book” and a “DOUBLE PACKAGE box” among its visual gags. Directed by Victor Aguilar Zipi through production company Contrario, the 30 and 60 second films run across Instagram, YouTube, and TikTok, continuing the same data point: a 13.5% increase in erectile firmness and five times longer-lasting performance linked to plant-based diets.
Santi Lucero described the throughline connecting all three campaigns: “Making brands matter requires cultural relevance. When a brand understands the symbolic tension within its audience and responds in a way that feels native to culture, it earns attention and drives real behavioural change.”
The Strategic Pattern
What connects all three campaigns is a deliberate rejection of guilt as a persuasion tool. PETA, an organisation whose entire founding mission is built around animal suffering, has chosen instead to make its strongest recent advertising entirely about human benefit: better digestion, better sex, better masculinity. The animal welfare argument is present in the background of each campaign but never carries the emotional weight of the creative work itself.
That decision reflects a documented finding in persuasion research: confrontational animal-suffering imagery tends to produce defensiveness and disengagement rather than diet change, while humour-led, self-interest-framed messaging produces higher engagement and, according to PETA’s own positioning, more durable behavioural shifts. Three campaigns, three different bodily functions, one consistent strategic bet: make veganism funny, make it personal, and make the ethics secondary to the punchline.
Campaign Name: Good Sht / Stronger Than Your Prejudice / Last Longer, Go Vegan
Agency Name: SAMY (SAMY Alliance) / Production: Flamboyant Paradise (Good Sht) / Contrario (Stronger Than Your Prejudice, Last Longer, Go Vegan)
Brand Name: PETA
Location: United Kingdom (global digital distribution)
