Yahoo! News - PETA Campaign Pitches Fish As Smart and Sensitive
Called the Fish Empathy Project, the campaign reflects a strategy shift by People for the Ethical Treatment of Animals as it challenges a diet component widely viewed as nutritious and uncontroversial.
'No one would ever put a hook through a dog's or cat's mouth,' said Bruce Friedrich, PETA's director of vegan outreach*. 'Once people start to understand that fish, although they come in different packaging, are just as intelligent, they'll stop eating them.'"
*Director of Vegan Outreach? That's even more wacky than the title I held at VCC - The Director of Small Things.