Sheep's wool is rated Class E, the worst category, by the Made-By Environmental Benchmark for Fibres, while hemp is rated Class A. In November, PETA launched Plant Wool Month, a new annual 30-day celebration of wools made from plants such as hemp and bamboo, and we built a broadcast PR campaign to take the launch on air. We put PETA's Associate Director of Media and Communications on air across a radio day of interviews, plus TV, with a simple message: plant wool is wool, but better, offering the same warmth without harming animals or the planet. The campaign secured 8 items of radio and TV coverage reaching 2.5 million people, including GB News.
8Items of coverage
2.5 millionCombined reach
1h 08mTime on air
Coverage highlights
GB NewsTV
Listen
GB News · 7m 42s
The story
PETA, Plant Wool Month
The aim
PETA wanted to inspire people to choose plant-based alternatives to sheep's wool, influencing consumer demand and retailer adoption.
The message
Plant wool is wool, but better. Made from sustainable crops like hemp, bamboo and cactus, plant-based wools are soft, durable and eco-friendly, offering the same warmth without harming animals or the planet.
The angle
This November PETA launched Plant Wool Month, a new annual 30-day celebration of wools made from plants such as hemp and bamboo. Sheep's wool is rated 'Class E', the worst category, by the Made-By Environmental Benchmark for Fibres, while hemp is rated 'Class A'.
On air
PETA's Associate Director of Media and Communications
The result
8 items of coverage reaching 2.5 million, including GB News.
About Plant Wool Month
Plant Wool Month was launched by the animal rights charity PETA in November. It promotes knitwear and fabrics made from plants such as hemp, bamboo and cotton as alternatives to sheep's wool. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Plant Wool Month for 2027?
Plant Wool Month next runs through November 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
