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I have decided on animal rights as my chosen cause because it is a subject I am very passionate about. I have always had a natural bond with animals and have always viewed them as peers. I have been vegetarian since January 2019 and have since then transitioned to Veganism. Not only am I against animals being killed and treated badly for our diets but also them being used for entertainment purposes, such as zoos and circus’. Animals such as elephants, monkeys, dolphins and tigers are taken out of the wild and put into captivity for humans to exploit and invade them-although this may be ‘keeping them safe’ to prevent them from going extinct, if humans were to not interfere with wildlife and kill them to sell their body there would be no such thing as man made extinction-, as well as tortured in order to perform unnatural acts to entertain the inhumane human beings.

Being interested in fashion with a heart for animals is a difficult case however more brands and designers are working on sustainable and cruelty free ranges. Dr Martens for example, a brand iconic for their leather boots now have a vegan shoe range, this shows the fashion industry is evolving and expanding for people who have different values. I am hopeful for the future as more and more are coming to a realisation that animals are worthy beings and do not deserve to live their life to serve the human race and the fact that all species deserve a life.

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The charity I have decided to use for my campaign is People for the Ethical Treatment of Animals (PETA). I have chosen this charity as they cover all aspects of animal cruelty such as experimenting on animals, eating animals, wearing animals, using animals for entertainment and abusing owned animals. Due to myself being a vegan, I like that PETA promotes and encourages veganism and views eating animals as cruelty. I am also fond of the fact that they do not sugar coat anything, for example mink fur on false eyelashes, a lot of companies that sell mink eyelashes brand themselves as ‘cruelty free’, PETA explains how this is false and every reason that using minks for their fur is animal cruelty (link to article below), they also expose brands that are extremely harmful to animals to make their garments, for example Levi’s unnecessary use of leather on jeans and the fact that they still insist on using leather when they also produce vegan materials. Their slogan is ‘animals are not ours’, this is telling people that animals are equals, there is no owning or controlling them and that they should be treated with respect, the same way we expect respect from each other. On their website they have a tab for ‘investigations’ this shows you all of the cases of animal cruelty that they are reporting to the world and currently investigating further into. PETA is also not just a UK or US based charity, they are worldwide, therefore anyone in the world is able to donate in order to help. I also feel a personal connection with PETA as going onto their website and watching their videos convinced me to go form vegetarian to vegan so I know that what they are doing in order to get people to make better choices works.

-Link to mink fur article- https://www.peta.org.uk/living/4-reasons-you-should-never-buy-mink-eyelashes/

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Take action by supporting PETA's current campaigns, including those that address animal testing, the fur trade, the use of animals for entertainment and vegetarian issues.

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To support and help promote my campaign, I have chosen singer/songwriter/actor Miley Cyrus. Although there are many well known famous people who are vegan and act against animal cruelty, I feel that Miley Cyrus typically targets an audience who is under 30 years old, this being important because I feel that young people are more likely to make lifestyle and diet changes than older generations who are already set in their ways and are knowing of the life ahead of them. Miley Cyrus is vegan and has been since 2014 after the death of her dog encouraging her to drop all animal products, and before this she was vegetarian for a number of years. Miley Cyrus speaks openly about her views on being against animal cruelty, PETA calls her ‘the Veganest Vegan to Ever Vegan’.

I feel that she is ideal as not only is she an animal rights activist, but she was a childhood star which inspired many young children, (including myself), and my childhood admiration for her has carried on into my teenage years, as she is very unique and is very much herself with out caring about others approval along with sharing her personal views publicly, including politics and lifestyle choices and overall just being as real with the public as possible. When she first changed her look from her children’s TV days, she was given a lot of hate about becoming an adult, whereas I found it inspiring as this was her becoming herself and not obeying to society’s standards. She also has her own charity called ‘Happy Hippie Foundation’ which focuses on youth homelessness, the LGBTQ community, and other vulnerable populations.

With of a following of 107 million on Instagram, she often shares vegan posts and promotes veganism in general and she even has a tattoo dedicated to her lifestyle saying ‘Vegan for life’ as well as another one which is the vegan sunflower symbol. She has also won an award from Animal Rights National Conference for the ‘Celebrity Advocate Award’ due to all of her dedication and speaking out on animal rights.

She often references her love for animals through her music, her album in 2015 ‘Miley Cyrus & Her Dead Petz’ features many songs about her love for animals with lyrics such as ‘they eat my friends’. She also suffered deeply when her beloved dog Floyd passed away and as a tribute she got an 100ft statue made of her dog to have on stage with her during her tour for 2013 album ‘Bangerz.’

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•The brand I have decided to collaborate with for my campaign is Delicious California. Delicious California was founded by artist Ewen Macaulay in 2009 and it is a completely vegan and cruelty free brand and makes garments inspired by graphic art, tattoo art, graffiti art, pinup art, hot-rod graphics and board art/culture combined with Ewen's own twist which I feel suit Miley Cyrus and young people well. I am very fond of the company's morels, in terms of protecting animals, the planet and workers.

• ‘At Delicious California we believe we have a social responsibly to look after the world we live in. We are NOT fast fashion! We also strongly believe the people who make our t-shirts have a right to a safe and healthy work environment, a living wage, and a legally binding contract. So our new t-shirts proudly display the Fair Ware Foundation label. Our new range of apparel also carry the Earth Positive® stamp promising: ♥ Sustainable Manufacturing.♥ 100% Organic.♥ Reduced Carbon Foot print.’ (Delicious Calfiornia's story, 2020)

•Delicious California is a PETA  approved brand.

•They also sell products for women, men and children so they are diverse brand in terms of gender and age. It gives everyone the option to buy clothes without feeling guilty about the production process of garments.

•Although they are an American brand, they ship to the UK for free and over returns and also sell fair prices products.

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•For my campaign I want to put 50% of the profit towards PETA. I do not want my campaign to target just one aspect of animal cruelty/animal rights, I want it to target everything involved in animal cruelty, such as animal testing, usage of animals for entertainment, eating animals, using animals for materials and abusing owned animals.

•I want Miley Cyrus to be the face of the campaign, this will be extremely helpful as she has millions of online followers as well as gateway to a younger audience.

•I want the slogan of the campaign to be PETA’s ‘ANIMALS ARE NOT OURS,’ to keep the campaign close to home and dedicated to the charity.

•I want to make a t-shirt as the product of the campaign, this being because a t-shirt is very versatile and for everyone, rather than an item that some people may feel uncomfortable wearing. I want to keep the t-shirt Delicious California style as well as add a PETA twist. Because the charity and the brand share the same morals, this shouldn’t be an issue.

•I am thinking that I do not want to keep this campaign brief, I want it to be to be real and not sugar-coated, I want people to realise how much animals suffer due to human beings, I want people to feel guilt and realise how bad their lack of care has resulted innocent being’s quality of life.

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I have been researching different charities against animal cruelty, I have been analysing each charity and looking at their individual aspects so I can make a decision on what one I connect with personally and feel most suits my views.

A few of the charities I have researched are:

•World Animal Protection

•Together for Animals

•People for the Ethical Treatment of Animals (PETA)

•Best Friends Animal Society

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•In order to get my campaign known and successful, the marketing and promotion has to be right therefore I need to come up with ways in which it will be easily accessible to the world. The marketing also needs to be a good balance of digital and physical.

•Digitally we are able to put it on Delicious California’s website so that when customers visit the site they see it on the home page. As Miley Cyrus is the face of the campaign and she has millions of online followers, she can promote the campaign on her social media and it will reach a lot of people, as well as her fans who look up to her as an idol and will want to take part in something she is passionate about, we can also get her doing interviews about it on the radio or social media. We can also promote it on the PETA social media accounts, as well as make a TV advert.

•Offline we can put posters on billboards, London Underground, bus stops, the sides of buses. We can also stick flyers to lampposts and trees.