Peta Annual Report

Establishing boundaries for animal cruelty An Annual Review for People for the Ethical Treatment of Animals

Table of Contents Financial Review

pg. 2

Letter from the President

pg. 5-6

Peta philosophy

pg. 5-6

Accomplishments for animals: Eaten

pg. 7-10

Worn

pg. 11-14

Used for experimentation

pg. 15-18

Used for entertainment

pg. 19-22

Abused in any way

pg. 23-26

Youth programming

pg. 27-30

Financial Review for 2011 Assets Cash and Cash Equvalents

$33, 192, 268

Bequests and Other Receivables

18, 120, 372

Prepaid Expenses and Other Assets

3, 777, 843

Investments, at Fair Value

88, 426, 500

Restricted Cash

397,500

Land, Building and Equipment, Net

26, 235, 233

Beneficial Interest in Trusts Held By Others

14, 821, 463

Total Assets

Liabilities and Net Assets Liabilities

Accounts Payable and Acrued Expenses

$6, 092,703

Deferred Income and Rent

2,432,810

Grants Payable

707,352

Annuity Obligations

2,859,9366

Unfunded Pension Obligations

3,143,006

Total Liabilities

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$184, 971, 488

$15,235,237

Net Assets

Unrestricted

$83,257,994

Unrestricted - Plant

26,235,233

Total Unrestricted Net Assets Temporarily Restricted

109,493,227

Permanently Restricted

38,626,024

Total Net Assets Total Liabilities and Net Assets Sources of 2011 Operating Support and Revenue 1

21,617,000 169,736,251 Total: 115.5 (in millions)

Contributions, Grants and Memberships Federal Campaigns Bequests and Trust Income Designated for Current Operations Donated Media Resources

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Animal Health Services Fees Royalties nad Licenses Special Events Other Revenue Activities

87%

3%

7%

1%

13%

2%

1%

2%

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Letter from the President for continued and new supporters in our 30 years running.

Dear Friends, So much has happened in 2010 for PETA and for animals that the following pages show only the tip of the iceberg!

From triggering the largest animal seizure in history to effecting better certification standards for kosher slaughter, PETA’s undercover investigations broke new ground for animals.

PETA’s campaign against exotic skins has taken the fashion world by storm, and our efforts to replace animal tests are resonating from Tokyo to Brussels.

In what we believe is the first time that a U.S. judge has found probable cause for criminal cruelty-to-animals charges

themselves above the law.

Another milestone was the acquisition of our new Bob Barker Building in Los Angeles. Named in honor of the legendary television host and animal advocate whose generosity has allowed us to make this exciting move, the building will house PETA’s Communications, Campaigns, Marketing, and Youth Outreach departments.

Being in L.A.—the second-largest media market in the U.S., the entertainment capital of the world, and the center of today’s youth culture—will strengthen our work immensely.

Last spring, we also opened The Nan-

Washington, D.C., named in honor of one of the most generous and inspiring activists we know. With more than 500 outreach events in 2010 alone, PETA’s message can’t be missed by movers and shakers in our nation’s capital.

PETA continued to set the standard for innovative and successful use of the Internet to help animals. For example, our online “vegan pledge” was signed by more than 150,000 people, our blog was among the top 600 blogs worldwide, and our powerful online videos were viewed more than 30 million times!

PETA was recognized for effectiveness

against a laboratory since PETA’s landmark Silver Spring monkeys case in 1981, a petition co-filed by PETA led a court to determine that University of Wisconsin–Madison staff members may face prosecution for violating state law by killing sheep in decompression experiments. Times are changing for animal experimenters who consider

ci Alexander Center for Animal Rights in Washington, D.C., named in honor of one of the most generous and inspiring activists we know. With more than 500 outreach events in 2010 alone, PETA’s message can’t be missed by movers and shakers in our nation’s capital.

PETA continued to set the standard for innovative and successful

in messaging when five of our public service announcements won acclaim in the 31st annual Telly Awards and one was named one of the “Best Commercials of the Year” by the Association of Independent Commercial Producers. We also received the annual Innovator Award for Best E-mail Communications

by Convio—the leader in online activist

activist technology.

In September, we celebrated three decades of progress for animals at PETA’s 30th Anniversary Gala and Humanitarian Awards. The past year also marked the establishment of PETA’s Leadership Council—a group of our most stalwart and generous supporters—as well as the creation of our new Vanguard Society partnership opportunities, listed on page 18. We thank these special members and all of our more than 2 million members and supporters for enabling PETA to make a huge difference in so many animals’ lives.

Ingrid Newkirk Ingrid E. Newkirk, President

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Read column-to-column, over the line.

The line separates the good, above, and the bad, below, resembling our mission to remove bad, abusive acts from the lives of animals.

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We believe that animals have an intrinsic worth of their own, quite apart from their utility to humans, and should not be reduced to human commodities. Therefore, PETA’s motto is “Animals are not ours to eat, wear, experiment on, use for entertainment, or abuse in any way.”

The greatest cause of animal suffering is not malice. It is ignorance. The places in which the largest numbers of animals suffer the most intensely for the longest periods of time are inaccessible to most people: factory farms, slaughterhouses,

laboratories, behind the scenes in the entertainment industry and the pet trade, and the backyards and homes of abusive animal guardians.

The ally of ignorance is silence.

Just as mold thrives in the dark, animal abuse thrives in a climate of secrecy.

Public awareness is PETA’s most effective weapon against animal mistreatment. No one does more to raise awareness of the plight of animals than PETA. The video footage and other findings from our undercover investigations of facilities in which animals are neglected

and abused draw millions of Web viewers each year. Our media campaigns— and especially our use of celebrity spokespeople—put animal issues in the headlines of major media outlets every single day. Our grassroots outreach is second to none, with demonstrators and leafleters on the streets all over North America seven days a week. At a time when all but the most controversial voices are drowned out in a media din, our willingness to be cheeky and provocative when necessary ensures that the plight of animals is not ignored.

Awareness is the first step. Change is the second. In addition to the aforementioned tactics, PETA also creates change for animals through shareholder activism, corporate negotiations, Internet marketing, scientific research and analysis, lobbying, humane education, youth involvement, outreach to the courts and law enforcement, and rescue work.

With these tools, we’re getting animal tests replaced with sophisticated and humane non-animal tests. We’re convincing grocery and restaurant chains to require their meat and egg suppliers

sweeping reforms. We’re persuading designers and retailers to stop selling fur and skins. We’re convincing the film, television, and advertising industries to replace the use of live chimpanzees and orangutans with computer-generated animation or animatronics, and we’re turning people away from live-animal shows and exhibits.

We’re saving animals’ lives through hands-on rescue work. We’re convincing law-enforcement authorities to take cruelty to animals seriously. We’re persuading the courts to give animal abusers stiffer penalties, angermanagement training, and

penalties, angermanagement training, and prohibitions on owning animals. We’re engaging young people and revolutionizing the way future generations will regard animals. And we’re inspiring countless people to go vegan, to buy only crueltyfree products, and to make animal-friendly choices in all aspects of life.

Ultimately, PETA strives to achieve a world in which animals are respected and people are aware of and concerned about the ways in which their daily decisions affect the lives of other sentient beings.

Animals are not ours to eat, wear, experiment on, use for entertainment, or abuse in any way.

What side of the line are you on?

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Accomplishments for animals raised as food in 2010.

No organization does more than PETA to inspire people to adopt a compassionate, healthy, environmentally friendly vegan diet, expose the cruelty of factory farms and slaughtehouses,

and bring about policy changes that alleviate suffering and reduce the consumption of meat.

After a PETA undercover investigation

the Chief Rabbinate of Israel announced that by 2011, it will no longer certify meat as kosher if it is from a “shackle and hoist” slaughterhouse. This will spare hundreds of thousands of cows annually from the pain and terror of this slaughter method.

Following more than a year of talks with PETA, two chicken producers— Pennsylvania–based Bell & Evans and California-based Mary’s Chickens —are implementing the most advanced slaughter technology for better animal welfare, a system called “controlled-

atmosphere killing.” These companies will be the first in the U.S. to implement this less cruel slaughter technology, which minimizes suffering by putting birds to sleep before they are shackled by the legs on the slaughter line and before millions are scalded to death.

This year, we increased pressure on McDonald’s— the biggest chicken-seller in the U.S.—to require its suppliers to adopt a new slaughter technology that would spare millions of chickens the fate of broken limbs and death by scalding. In 2010, PETA helped

the largest slaughterhouse in Uruguay (a major kosher meat exporter to the U.S. and Israel) revealed the cruelty of the “shackle and hoist” slaughter method in which terrified cows are painfully lifted by one of their back legs and then dumped onto the floor to struggle as their throats are cut,

not ours to eat.

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organize dozens of McCruelty demonstrations and took over the podium at eight speaking engagements featuring McDonald’s executives. With help from Academy Award nominee Ryan Gosling and rock icon Chrissie Hynde, the plight of chickens killed for McDonald’s made international headlines. We successfully used attentio grabbing demonstrations and public service announcements (which you can view at PETA.org) as well as tongue-in-cheek tactics to draw media attention (see examples online!) and raise awareness about the billions of animals who suffer and die for the meat

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and dairy industries each year. Celebrity spokespeople—including music legend Sir Paul McCartney, actor Pamela Anderson, NFL player Ricky Williams, and world-renowned yogi B.K.S. Iyengar— helped strengthen our campaign against factory farming. Because of PETA, the United Nations Environment Programme now advises people to “go vegan once a week.” PETA’s online vegan pledge was signed by more than 150,000 people, and 93 percent of surveyed participants reported that they were still vegetarian three months later.

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I have interacted with a number of organizations that are doing good work for animals. PETA is by far the most effective of all the organizations,

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and the one I have seen always standing for what is right, not what may be palatable or convenient.

Brian Field

Vanguard Society Vice President’s Circle Member

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Accomplishments for animals used as apparel in 2010.

PETA is the world’s most effective organization working to end the abuse of animals used for clothing—and the only one with major campaigns against the cruelty of the exotic-skins and wool industries. Our strategy includes convincing designers and retailers to become more animal-friendly and promoting cruelty-free fashion.

and our international affiliates have now been seen by millions of people.

As a result of PETA’s efforts, Charming Shoppes (the parent company of clothing chains Lane Bryant, Fashion Bug, and Catherines) and the U.K. retailer Secret Sales have banned the sale of fur, sparing countless animals from being trapped, electrocuted, or bludgeoned to death. These companies join a growing list of designers and retailers that PETA has convinced to go fur-free, including Polo Ralph Lauren, Calvin Klein, Tommy Hilfiger, and many others.

Online video footage of animals being killed for their skins during undercover investigations conducted by PETA

not ours to wear.

When PETA reached out to New York Fashion Week presenters who had used fur in previous seasons, many—including Peter Jensen, Vena Cava, Tibi, and Paris 68—confirmed that no fur would be used in their 2010 fall lines.

In response to PETA’s campaign against the exoticskins trade—

H&M, Nike, Cole Haan, Overstock.com, Victoria’s Secret, and La Senza banned the sale of products made from exotic skins. Following years of PETA pressure, John Lewis Partnership, one of Britain’s largest retail companies, agreed to stop purchasing wool from mulesed sheep— a commitment made to PETA in previous years by H&M, Perry Ellis, Liz Claiborne, Inc., and dozens of other major retailers. During “mulesing” mutilations, Australian sheep farmers use an implement resembling gardening shears to cut chunks of skin and flesh

for which reptiles and other animals are cruelly killed or even skinned alive—

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from lambs’ backsides. Top Spanish designer Adolfo Domínguez has also banned mulesed wool—as well as all exotic skins, most leather, and all liveplucked down—from his clothing lines.

More than 80 percent of the seals who had been slated for death in Canada’s annual seal slaughter were spared this year, largely because the European Union ban on seal products (for which PETA U.K. and PETA Germany helped mobilize constituent support) has devastated the industry. By linking our campaign to the 2010 Olympics in

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Vancouver, PETA generated unprecedented global pressure on Canada to end this shameful massacre. Our actions included generating more than 180,000 online petition signatures, holding 200 vigils and mediagrabbing demonstrations, producing provocative ads, and enlisting the help of Canadian native Pamela Anderson, whose pleas to government officials focused the international media spotlight on this issue.

Through attention-grabbing ads and videos, many celebrities— including Joaquin Phoenix, Twiggy, Dave Navarro,

Jenna Dewan Tatum, Gilbert Arenas, and cast members of the hit reality TV show If I Can Dream—helped PETA educate people about the cruelty of the skins industries.

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My partner and I had the opportunity to meet staffers from the PETA office in Oakland and were amazed with their passion and

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work ethic. We cannot think of another group we would rather be a part of than PETA.

Andrew Rodriguez Vanguard Society Member and Augustus Club Member

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Accomplishments for animals used as test subjects in 2010.

PETA’s involvement with the Organization for Economic Cooperation and Development (OECD), as part of a coalition cofounded by PETA, facilitated the international adoption of new nonanimal test methods to evaluate chemicals for skin irritation. These artificial humanskin models will replace archaic and cruel tests— in which chemicals are applied to the shaved, raw skin of rabbits—in OECD-member countries and will produce more applicable results.

In a major victory for our campaign to stop food and beverage companies from

to stop food and beverage companies from testing on animals, Japan’s ITO EN—the world’s largest green tea company, with worldwide sales of more than $3 billion—announced that it would stop testing on animals. Ocean Spray, Welch’s, Coca-Cola, PepsiCo, and POM Wonderful have also dropped animal tests as a result of PETA’s efforts.

After PETA’s undercover investigation of University of Utah laboratories exposed the fact that dogs and cats were being purchased from local animal shelters for use in invasive and

not ours to experiment on.

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PETA is the single most successful organization in getting animal tests replaced with sophisticated and far more accurate non-animal methods.

In laboratories, animals often lead lonely lives in cages with no mental stimulation; are sickened, burned, crippled, cut open, forced to ingest poisonous substances or undergo other painful procedures; and are eventually killed—all to produce results that aren’t

Professional Laboratory and Research Services, Inc., closed and surrendered more than 250 animals after a PETA undercover investigation revealed that huge pharmaceutical companies were paying the laboratory to infest dogs and cats with parasites and force-feed them

even contributive to human health.

or smear their skin with toxic chemicals in companion-animal product tests.

Animals suffered seizures and other debilitating effects from the tests and were covered with sores after being forced to live amid their own waste.

PETA’s involvement with the

painful experiments, Utah passed a law overturning the requirement for shelters shelters to sell animals to laboratories upon request and lengthening the holding period for animals in shelters.

After PETA released heartbreaking photos of more than 50 dogs being transported on a Lufthansa plane from the U.S. to a Scotland laboratory, Lufthansa announced a new policy prohibiting the transport of dogs and cats to laboratories. (We are now pushing Lufthansa to extend the policy to all animals.)

Other successes in 2010 include getting animalbased lessons replaced

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in numerous science classes and training courses at dozens of colleges, high schools, medical conferences, and hospitals; prompting citations against experimenters for federal law violations; convincing the governing body of the world’s largest science fair to endorse and encourage the use of non-animal research methods; ratcheting up pressure to stop corporate and government animal tests through headline-grabbing ads and demonstrations; and enlisting campaign support from celebrities such as Alicia Silverstone, Stephanie Pratt, Kelly Carlson, and Woody Harrelson.

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We have been nothing but impressed with the level of professionalism that the staff exhibits, but most importantly, the passion that PETA’s

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staff has for bringing much-needed change. And we know our money is being used wisely because we hear of PETA victories every week!”

Pearse Umlauf & Jill Smith Vanguard Society Vice President’s circle member

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Accomplishments for animals used as performers in 2010.

No organization is more successful than PETA in exposing and putting an end to animal abuse in film productions, zoos, circuses, and other forms of entertainment. PETA dealt the Ringling Bros. and Barnum & Bailey Circus a series of crushing blows this year, including the following: • Convinced national media outlets such as The Washington Post and the New York Daily News to feature articles on

• Met with newspaper editorial boards and placed advertisements widely (including a fullpage ad in The New York Times) to spread the word about how Ringling abuses animals • Held demonstrations outside Ringling performances from coast to coast and convinced families (including ticketholders) to boycott theshows • Used photos from Ringling’s training center to help pass an ordinance banning exotic-animal performances in Somerville, Mass.

• Placed an ad in PR News urging public

relations firms not to represent Ringling, after which Ringling called off its search for a new public relations firm. More good news for elephants, commissioners in St. Lucie County, Fla., after hearing from PETA, voted unanimously to ban bullhooks from the National Elephant Center—a big step toward getting bullhooks out of zoos.

After years as a PETA campaign target, the Walker Bros. Circus removed all elephants and exotic animals from its shows. PETA helped

with the passage of a Sacramento, Calif., city ordinance giving humane officers the authority to establish regulations for circuses.

PETA also persuaded several venues to cancel circus promotions and elephant appearances in 2010.

As a result of our campaign to protect chimpanzees and orangutans from beatings, confinement, and psychological abuse, our list of companies that have pledged not to use great apes in advertising (which includes eight of the top 15 advertising agencies in the

Ringling’s violence toward animals and on the circus’s training center, at which baby elephants are bound with ropes, stretched out, slammed to the ground, electroshocked, and gouged with a bullhook (a heavy rod with a sharp metal hook on the end)

not ours to use for entertainment. 20

world) expanded to include Ogilvy & Mather, JWT, Saatchi & Saatchi, Merkley + Partners, Grey Group, LUSH, VerizonWireless, Dodge, and Bridgestone.

Bridgestone went even further, extending the policy to all endangered animals.

Because of PETA’s efforts, numerous traveling exhibits and other events that subject animals to stress, fear, and intensive confinement were canceled, were banned from venues, or received federal license suspensions. These include kiss-a-pig contests, promotional displays using live animals, kangaroo

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boxing acts, butterfly releases, pony rides, “donkey basketball” games, liveanimal giveaways as carnival prizes, and hold-a-tiger-cub photo concessions.

Bob Barker, Jennie Garth, Charo, Eli Roth, Olivia Munn, and Patricia De León provided their star power to raise awareness of the abuse of animals for entertainment.

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My involvement with PETA started in 1980. I carefully studied its projects and strategies, and concluded that its efficacy and professionalism were what I was looking for in an organization that saves

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animal lives. If we want to have a world without animal slaves, we must support organizations like PETA.

Maru Vigo

Vanguard Society Vice President’s circle member

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Accomplishments for animals hidden and abused in 2010.

Responding to approximately 300 reports every week about animals who need help, PETA helps end the suffering of thousands of animals every year all across North America: Dogs and cats are rescued from hoarders and abusers (who we work to ensure are prosecuted), starving horses are fed, raccoons trapped in chimneys are freed, kittens stranded in trees are rescued, and injured wild animals are helped. PETA also promotes humane wildlife solutions—sparing countless deer, geese, raccoons, pigeons, and other perceived

“pests” from being cruelly killed.

PETA’s undercover investigation of Texas-based animal dealer U.S. Global Exotics (USGE) prompted the largest seizure of animals (more than 26,000) in history.

USGE’s federal license was canceled, owners Jasen and Vanessa Shaw fled the country, Jasen Shaw is wanted on charges of violating federal wildlife protection laws, and USGE closed down—sparing millions of animals (including lemurs, sloths, chinchillas, lizards, turtles, snakes, and others) from the terror of capture and the misery of lifelong confinement.

As a result, millions of people learned of the suffering endured by animals sold at pet stores, and Sun Pet was fined, put on probation, and found to have kept animals in conditions that were not compliant with state and federal animal protection laws.

Thanks to PETA’s efforts, glue traps— which cause animals severe injuries as Stores that have stopped selling they struggle to free themselves before similar boxes at PETA’s request include succumbing to shock, dehydration, Toys“R”Us, Target, JCPenney, Rite Aid, asphyxiation, or blood loss—are no Walgreens, and Albertsons.

PETA’s undercover investigation of Sun Pet longer used by Boston Logan International Airport, CBS New York, Siemens Ltd. —a Georgiabased

PETA pressed for cruelty-to-animals charges against BP, whose disastrous oil spill caused the suffering and death of tens of thousands of animals in the Gulf of Mexico. We also rescued and facilitated the adoption of dozens of dogs and cats abandoned by people in the Gulf region

wholesale animal mill and supplier to PETCO, PetSmart, Petland, and Pet Supplies “Plus”—exposed deplorable cruelty (e.g., a worker bashed a plastic bag full of live hamsters against a table in a crude attempt to kill them).

who had lost their jobs or moved away.

A PETA undercover investigation of a supplier of tiny plastic boxes containing frogs revealed filthy living conditions, rampant starvation, and gross mishandling of thousands of frogs. that have stopped selling similar boxes

not ours to abuse in any way.

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in Brazil, Cost Plus World Market (260 stores), Johns Hopkins University, SUNYAlbany, and several school districts in the U.S. and Canada. Jane Lynch, Kellan Lutz, Lance Bass, Cloris Leachman, and Sasha Grey starred in PETA ads promoting spaying and neutering and adoption from animal shelters. The resulting media attention allowed our message to reach the widest possible audience.

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We were coordinators for an animal rights group in North Carolina and have been supporters of PETA for two decades. PETA has

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always been on the forefront of animal issues. They are a power to be reckoned with, and we are proud to be affiliated with them.

M.J. & Bryan Morgan Vanguard Society Director’s Circle Members

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With more than 900,000 subscribers, peta2—PETA’s youth outreach division— has the largest youth membership of any social justice organization. peta2 helps ensure that future generations will understand that animals are not ours to exploit. peta2 works with more than 330 campusorganizations across North America to make animal rights the number one issue on the minds of college students.

In 2010, we organized high-profile debates about the ethics of eating animals—all of which were standing-room only— at more than a dozen universities, including Yale, Princeton, and the

University of Texas. Twenty top colleges displayed PETA’s compelling Liberation Project exhibit, which juxtaposes images of human and animal exploitation to put animal rights in a social-justice context. And colleges from coast to coast are implementing a range of new vegan options in campus dining facilities following pressure from peta2 and student supporters.

In 2010, peta2 staffed information booths at more than 350 events and concerts—including the enormously popular Vans Warped Tour—during which we gathered approximately 500,000 signatures on campaign peti-

tions and reached more than 1 million young people with literature and videos of our investigations of laboratories, slaughterhouses, circuses, and fur farms. As a result of peta2’s “Elephants Never Forget” campaign, more than 450,000 young people signed a pledge to boycott circuses that use elephants (or any other animals). The campaign’s innovative and interactive website attracted more than 200,000 visitors, who learned about the malicious, violent techniques that circuses use to train baby elephants. peta2 hosted the first-ever Animal Rights Road Trip during which dozens of the nation’s top student

The next generation.

activists traveled to our headquarters in Norfolk, Va., for a weekend of training sessions and returned to their schools equipped to lead even more successful campaigns for animals. This past year, we reached more than 75,000 educators at conferences, through mailings, and through TeachKind.org, where we offer free humane-education materials, including lesson plans, books, DVDs, classroom posters, and kids’ magazines.

We also helped start 163 animal rights clubs in elementary, middle, and high schools, and PETA’s TeachKind Network grew to more than 8,000 subscribers.

PETA invited school districts in the top

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200 largest cities in the U.S. to participate in Meat-Free Monday, our new initiative that aims to reduce students’ consumption of food that harms their health, contributes to climate change, and causes animals to suffer.

So far, three districts are participating in the program, serving only vegetarian foods each Monday, and we are

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working with more than 60 other districts that have also expressed interest.

Many popular youth culture celebrities—including pop star Justin Bieber, rock band The Dillinger Escape Plan, Glee’s Lea Michele, actor Daniella Monet,and BET host Rocsi Diaz—spoke out for animals through their participation in peta2’s campaigns.

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My description of PETA: Well-thought-out principles, holding us all accountable, taking on the hard cases, staffing itself with people who are smart, dedicated, persistent, strategic, tactical, compassionate, vision-

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ary, and tough. I can see real changes in society because of what PETA has done.

Susan Kornfield PETA Founding Member and Vanguard Society Member

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Your contributions make it all possible. The support you provide makes all the difference in the lives of millions of animals throughout the world. Thank you.