PETA has struck up a partnership with challenge-based app, FightMe, to launch an online anti-fur campaign, which follows on from its'Rather Go Naked Than Wear Fur' push.
Through the app, fans of the charity can upload videos of themselve showing what they’d rather wear, or do, than dress in fur. It feeds into the app's premise of allowing users to undertake 30 second challenges and nominate friends.
The app’s social integration with Facebook and Twitter also means that anyone, anywhere can join the challenge and nominate others into the protest directly.
Elisa Allen, manager of special projects at PETA UK commented: “Every fur coat and every bit of fur trim is the result of tremendous animal suffering – and takes away a life. Our goal is always to get this issue out there so that it can be considered and discussed, which will hopefully inspire change, and we’re excited to use FightMe to do just that.”
The campaign has been kick-started by vegan free-runner, Tim Shieff, who can be seen plunging himself into a freezing cold reservoir in a bid to demonstrae the lengths he is willing to go to for animal rights.