Trending PR Campaigns
PETA’s “Skinned Alive” Coach Protest
PETA founder Ingrid Newkirk appeared outside a Coach store in Munich with theatrical wounds and a staged “skinned alive” look, while activists held signs saying leather is someone’s skin. The graphic stunt turned PETA’s opposition to Coach’s leather products into a striking visual for press photos and video.
Why it worked: A graphic, celebrity-led protest created shocking, highly filmable visuals outside a named retailer, forcing a clear conflict and easy headlines.
The lesson: Consider staging a visually jarring, single-image stunt at a competitor’s doorstep that exposes a hypocrisy, backed by one killer stat.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| peta.org | Happening Now: ‘Skinned’ PETA Member Leads Anti-Leather Disruption of Coach Fashion Show | PETA | Thursday 7th September, 2023 |
| presseportal.de | New images and video: PETA founder Ingrid Newkirk ‘skinned alive’ outside COACH store in Munich | Friday 9th October, 2026 |