For Immediate Release:
1 August 2016

PETA Poster in South Australia Uses QR Code to Show the True Cost of a Wool Sweater

Adelaide – A thought-provoking new ad has appeared in Glandore, near the head office of Livestock SA, to remind passers-by that every wool sweater is the product of an industry in which gentle sheep are cruelly handled, cut, beaten, and ultimately slaughtered. The ad, available here, features a bright-pink sweater with a tag that says “Maimed in Australia”, plus a QR code that people can scan to view video footage from wool investigations on PETA Australia’s website. The ad follows last year’s video exposé that revealed that workers on a massive sheep farm in Coober Pedy, South Australia, threw and kicked sheep and used shears to cut chunks of skin and flesh off them, among other abuses.

“Countless investigations of wool farms on three continents, including at 20 shearing facilities across three Australian states, have found violent handling resulting in unimaginable pain for an untold number of sensitive sheep”, says PETA Australia Associate Director of Campaigns Ashley Fruno. “There simply is no humane way to produce wool, and PETA is calling on caring people everywhere to ditch the material in favour of stylish, easy-to-find vegan clothing.”

PETA – whose motto reads, in part, that “animals are not ours to wear” – notes that shearers are often paid by volume, not by the hour, which encourages fast, violent work that can lead to gaping wounds on sheep’s bodies, which workers then roughly stitch closed without giving the animals any painkillers. An international exposé of the wool industry in Australia – the source of 90 per cent of the world’s merino wool – revealed that workers punched scared sheep in the face, stomped and stood on their heads and necks, and beat and jabbed them in the face with electric clippers and a hammer.

For more information, please visit PETA.org.au.