PETA, the controversy-prone animal rights organization, has launched a full-fledged effort to spread its message in the Latino community.
Last Thursday the group announced a bilingual campaign to raise awareness among Latinos about the health dangers and ethical concerns of eating meat.
For the first campaign, PETA recruited actress and ex-Miss Panama Patricia De León to pose nude on top of a giant piece of broccoli over the words "eat your vegetables, they're very tasty,” written in Spanish.
The effort is an extension of the outreach work the organization already does in the community, including their "Piense Antes de Comer" leaflets and billboards featuring Latino celebrities.
"The Latino community cares about animals, but our traditional meat- and dairy-centered diet is causing obesity and diabetes to hit us hard —and that's something that PETA Latino wants to change with healthy vegan meals," Minuto Para Ganar's Marco Antonio Regil, said at the event’s Los Angeles launch party.
Aside from De León, other Latino stars including Kate del Castillo, Penélope Cruz, Roselyn Sanchez, Wilmer Valderrama and Eva Mendes are also backing the movement.
PETA's vice president of communications, Lisa Lange, said their goal "is to make PETA Latino an indispensable resource for everyone in this community."