Peta and animal fans protested with bloody hands in Spain yesterday, ahead of the Running of the Bulls at the San Fermín festival.
With the aim to promote the fact that the bulls that take part in the festival are then killed by matadors, the protesters held up signs that read "You Run – Bulls Die".
"Many of the tourists who come to Pamplona to run with the bulls have no idea that they are participating in a festival that celebrates the torture and death of these magnificent animals, and if they did, most would undoubtedly run the other way", said Peta campaign coordinator Kirsty Henderson.
"We're here to ask thrill seekers to find another way to get their kicks that doesn't involve harming animals."
Peta also unveiled a video narrated by Spanish music star Charo to reveal the fate of the bulls.
Peta spoke to The Drum about shock advertising for promotion in a documentary.