Not Just Child's Play

People for the Ethical Treatment of Animals’ latest spot takes on an unsettling topic–childhood animal cruelty and human violence–without the shock tactics it usually employs.
In the 30-second PSA, actor Mike Farrell advises viewers that “People who do violence to others often begin by abusing animals.” Footage shows children playing nicely with pets.
Of the gore-free tactic, PETA director of public affairs Lisa Lange said, “With every campaign we do, we approach it in the way we think it will work best [This] is almost like a personal message from Mike Farrell.”
The actor, an animal rights advocate who plays a veterinarian on NBC’s Providence, was tapped for his appeal to both adults and children.
Lange said she hopes recent concerns about youth violence will help the campaign hit home.