Almost naked, lying on 250 kilograms of red hot Thai chili peppers that also covered parts of her body, Filipina model (and granddaughter of Chino Roces) Isabel Roces poses for an advertising material for a campaign promoting vegetarianism for the People for the Ethical Treatment of Animals (PETA).

“Helping animals is something that has always been close to my heart. And after being a vegetarian for so many years, spreading the message just seemed like the next step. PETA provides me with a legitimate platform to speak up for animal rights and help animals be heard,” says Roces, whose appearance covered with chilies is actually her second PETA advertisement  the first time some time ago, when she was fully clad, but this time in lettuce leaves turned into a gown.

Roces isn’t the only celebrity to pose for PETA, of course – international names include Pamela Anderson and Alicia Silverstone, and local talents who lent their fame to PETA include, aside from Roces, ChinChin Gutierrez (once dressed as a mermaid) and Alicia Mayer (in nothing but cling wrap).

“Since going vegetarian, I’ve become completely devoted to promoting vegetarianism and combating animal abuse. I know that I’m really lucky to
be in a position to reach and influence lots of people, so I believe in trying to take advantage of that and use my fame to draw attention to and help stop cruelty to animals,”  Mayer says.

“Being healthy and kind is always in style. So whether you want to slim down and get healthy or just clear your conscious, there's no better way than to go vegetarian. Going vegetarian is one of the most rewarding decisions I've ever made, and it has changed my life completely. At first I went vegetarian because I didn’t want to contribute to animal suffering, but the fact that I’m doing something great whether for my body, my health, (and) the Earth is also spiritually comforting.” 

While Jason Baker, PETA Asia-Pacific director, says that the photoshoot with Roces was “the first time we've ever done anything this hot," sans their shock effect,” PETA’s advertisements is good business sense for those who care to look closer.

Call For Action
“There’s a popular misconception that PETA employees and activists do little more than wear skimpy costumes and rant about cruelty to animals. It’s true that our street-theater-type protests keep PETA and issues involving animals in the news. Media attention is crucial silence on these issues means the continuation of animal suffering and misery. However, in its more than 5 years, PETA has also influenced the olicies of hundreds of companies, including cosmetics companies, grocery store chains, car manufacturers, and fastfood giants,” Baker earlier writes in the first green issue of Enterprise Magazine (July 2007).

Among others, PETA helped changed the policies of product testing on animals of Avon, Estee Lauder, and Revlon; prohibited use of live pigs and baboons in crash tests of General Motors Corp.; pushed Burger King to stop purchasing eggs from suppliers that had laying hens confined in battery cages; and the banning of the use of fur
by Tommy Hilfiger and Ralph Lauren.

Still others affected by PETA’s advocacy include Mobil, Texaco, and Shell,which agreed to place screen caps on their exhaust stacks to prevent birds and bats from getting trapped in them; Mc Donald’s and Safeway agreeing to source supplies only from suppliers that improve the conditions of their animal supplies; and PepsiCo agreeing it will no longer conduct, or even pay for, animal tests.

“No matter the kind of business you are in, it’s likely that you will hear from PETA eventually. Given our accomplishments over the last two decades, you might want to hear us out,” Baker says. “If you’re still unsure, consider this: According to a study by Label Networks, a leading youth marketing company, ‘PETA is the number one overall non-profit organization that 13 to 24 year-olds (in North America) would volunteer for. According to this study, the younger the demographic in question, the higher the percentage of people who would volunteer for PETA. These are your future consumers.” conduct, or even pay for, animal tests. “No matter the kind of business you are in, it’s likely that you will hear from PETA eventually. Given our accomplishments over the last two decades, you might want to hear us out,” Baker says. “If you’re still unsure, consider this: According to a study by Label Networks, a leading youth marketing company, ‘PETA is the number one overall non-profit organization that 13 to 24 year-olds (in North America) would volunteer for. According to this study, the younger the demographic in question, the higher the percentage of people who would volunteer for PETA. These are your future consumers.”

Humane Lifestyle
Roces became a vegetarian 15 years ago, after her mother showed her a documentary showing the harrowing experiences of animals in farms and in slaughter houses, making her realize “that eating meat was contributing to the suffering of animals.”

That her mother also became a vegetarian helped, since “support was important in the beginning because I had to be taught how to cook vegetarian food, and advised where to buy ingredients (something) not so important now. A few years back, there were very few restaurants carrying pure vegetarian dishes; now, there are so many choices: Chinese, Italian, American, Mexican, Mediterranean cuisines, and many more.”

For Mayer, who became a vegetarian over two years ago to do something positive for myself, the Earth, and animals, support from people you love and respect is always good, and I try to surround myself with positive people who champion my efforts. In my case, though, I’m so committed to helping animals, I’d be a vegetarian no matter what anyone else thought or said.”

Mayer adds: “Following a vegetarian diet helps me stay fit and feel fabulous. I’m also really proud of the fact that I’m not contributing to the suffering of animals. Try to relate to who’s on your plate. No animal would ever choose to be your dinner. But people do have choices, and when it comes to animals, we should always choose on the side of compassion. And going vegetarian is the single best choice anyone can make to help animals, protect your health, and prevent climate change.” Then, with a smile: “Plus, being an advocate for vegetarianism has opened me up to lots of new experiences like being wrapped in plastic wrap, wearing a lettuce leaf bikini, hanging around meat hooks, and monkeying around with a limp banana for different PETA advertisements.” Roces has no regrets becoming a vegetarian, since “being a vegetarian means being healthy, and humane. What’s better than that?” Roces says.

For more information, visit PETAAsiaPacific.com.