PETA, an animal rights organization, consistently receives national attention and some shock value by using powerful and distinct images to expose their messages about animal suffering. Since the 1980s, many of their campaigns have attempted to use powerful images featuring celebrities to address the issue of animal cruelty and persuade people to convert to an animal-friendly lifestyle. Their campaign, I'd Rather Go Naked Than Wear Fur, is PETA's most recognized and controversial anti-fur campaign. This campaign is an individual behavior change campaign that seeks to change and promote behaviors that lead to improved individual or social well-being. The purpose of this article is to analyze the ability of the I'd Rather Go Naked Than Wear Fur campaign to convey effective animal rights messages to the public using powerful images and celebrity icons. Two theories that can be used to successfully analyze this campaign are the theory of planned behavior and the social cognitive theory. Literature Review A combination of different literature was found that easily relates to the question addressed in this article. This widely classified literature includes the history and background of the PETA organization, an analysis of the use of celebrity icons in the anti-fur campaign, and the different perspectives and criticisms depicted in their messages. Historical ResourcesA great deal of information related to animal rights spreads from the numerous websites with which PETA is associated. These websites are a key factor in attracting supporters and publishing information that will help advance her activism. These two PETA websites that were very helpful in researching this article are www.peta.org and www.furisdead.com. These websites…middle of paper…social controversy about fur. Quarterly Journal of Speech, 80(3), 249-276. Pace, L. (2005). PETA image events and anti-fur campaign. Women and Language, 28(2), 33-41. Reuben, R. (2006). Speak softly or carry a big stick? Comparison of the approaches of the Humane Society of the United States and People for the Ethical Treatment of Animals. Communication, Culture and Technology (GT-ETD), DOI: http://hdl.handle.net/1961/3731Simonson, P. (2001). Social noise and segmented rhythms: News, entertainment, and celebrity in the crusade for animal rights. The Communication Review, 4, 399-420. Specter, M. (April 14, 2003). The Extremist: The Woman Behind the Most Successful Radical Group in America. The New Yorker, 14, 52-67. Vogelaar, A. (2007). The rhetoric of graphic visualization: PETA's virtual reproduction of pain. Conference Proceedings - National Communication Association, 1-29.