Lush's Animal-testing-on-human PR Stunt

Today we will talk about this fairly recent campaign that shocked thousands of Londoners on their way to work or the odd shopping trip.

(Taken from here)

THE CAMPAIGN

Last April, Lush decided to reinforce their stance towards animal testing on the occasion of the World Week for Animals in Laboratories. The PR stunt that constituted the epicenter of the campaign was extremely original and powerful.


A performance artist, Jaquelin Traide, underwent the same horrific treatments to which animals are submitted, dressed in a nude body stocking. She was kept  for 10 hours in a shop window of the Regent Street Lush store, in London. Jaquelin was given injections, shaved, and got cosmetics dropped into her eyes, all standard procedures for animal testing.

(Taken from here)

The stunt caused horror and persuaded 200,000 people to sign a petition demanding EU-wide legislation against animal testing. Of course the media coverage was huge.


MY OPINION
The stunt was certainly powerful and conveyed strong images. I personally really liked it. The idea was very original and bold. I also think that this shock campaign was a very effective way to raise awareness of animal testing. Sometimes people do need a shock.