Cover Story: Cows and Chickens and Naked Celebs! (Oh My!)
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“Their kids have left home, and they are thinking about what to do next,” Taggart says of this, well, “prime” audience. “Sixty-two now is different than it was 20 years ago, even 10 years ago.
“Boomers grew up in a socially revolutionary time — with Kennedy, Dylan, King. They want to make change and are passionate about it, and they like to give to causes that are important to them,” she adds.
On the other end of the spectrum, PETA has been reaching out to the younger generation with its peta2 site for more than six years.
Joel Bartlett, assistant director of marketing at PETA, says it began with the goal “of making sure every young person is aware that animal cruelty is the most important social-justice cause of our time.”
To engage the Generation Y crowd — which includes those born between 1977 and 1994 — peta2 uses contests, videos and video games, like one where Nugget and Chickette try to save the animal-friendly Pamela Anderson from Col. Sanders.
Most recently, to draw attention to the bevy of birds slaughtered in the name of Thanksgiving, peta2 created a parody of the popular Nintendo game Cooking Mama.
In peta2’s version, Cooking Mama: Mama Kills Animals, players can pluck a turkey, chop off its head and stuff it to help their mother prepare a Thanksgiving feast.
“It’s great, but it’s not for boomers. The Internet is a place [where] if you don’t belong, you walk out. Those are potential donors walking out,” Taggart says of older visitors who might not appreciate the dark humor of the Cooking Mama send-up.