Fact-checked by Grok 2 weeks ago

Dan Mathews

Dan Mathews (born 1964) is an American animal rights activist who served as senior vice president of campaigns at People for the Ethical Treatment of Animals (PETA) from 1985 until 2021, during which time he developed attention-grabbing initiatives that expanded the organization's membership from 60,000 to nearly 2 million. Mathews is credited with launching PETA's "I'd Rather Go Naked Than Wear Fur" campaign, which utilized celebrity endorsements to pressure fashion designers such as Calvin Klein and Ralph Lauren into discontinuing fur use. His advocacy extended to opposing animal experimentation, including a two-decade effort against chimpanzee research that contributed to the National Institutes of Health's 2015 decision to phase out such studies. Mathews' tactics, often involving direct action and shock value, led to more than 20 arrests but also tangible outcomes like influencing corporate policies on animal welfare. Following his departure from PETA, he joined Save the Chimps as director of events in 2022, focusing on primate sanctuary work. Mathews has authored memoirs including Committed: A Rabble-Rouser's Memoir (2007), chronicling his activism, and Like Crazy: Life with my Mother and her Invisible Friends, reflecting on personal influences shaping his empathy-driven career.

Early Life

Family Background and Influences

Dan Mathews was born on October 24, 1964, in , to Ray Mathews, a , and Perry Lawrence Mathews, a bookkeeper who later became a single mother after divorcing her husband. His father remarried following the divorce and relocated to manage a restaurant, leaving Perry Mathews to raise Dan and his two brothers amid financial hardships; she had endured a childhood in orphanages during the and battled throughout her life. Despite these challenges, Mathews' mother instilled a strong affinity for animals by permitting and encouraging her sons to and for animals they encountered, an environment that Mathews later identified as a foundational influence on his lifelong dedication to . He has reflected that her , while creating instability—including periods of institutionalization—ultimately enhanced his toward vulnerable beings and honed his creative problem-solving skills, traits he credits for shaping his approach to . Raised in a religiously mixed —with a Jewish father and Catholic mother—Mathews participated in services at both synagogues and churches during his youth, though he does not actively practice any faith as an adult. This eclectic background, combined with the resilience required to navigate his family's dynamics, contributed to his early development of unconventional thinking and a tolerance for extremes, which informed his later career in high-impact advocacy.

Education and Initial Activism

Mathews earned a degree in history from in , graduating in 1985. Prior to enrolling at the university, he spent two years in working as a fashion model and bit-part . From childhood, Mathews exhibited a commitment to , raised in , by a single mother who permitted and encouraged him and his two brothers to bring home stray animals for care. This early hands-on involvement with animal rescue fostered his interest in broader advocacy efforts. Experiences of during high school, including physical assaults related to his , further shaped his resilient and confrontational approach to social causes, as detailed in his memoir Committed. Although he did not participate in the inaugural PETA-led protest against in Anaheim in the early 1980s, he was aware of the emerging organization during that period.

Professional Career at PETA

Entry and Rise Within the Organization

Dan Mathews joined in 1985 as a , shortly after returning to the from travels in . At age 20, he viewed the position as his "dream job" in activism, drawn to PETA's emphasis on despite lacking prior professional experience in the field. From this entry-level role, Mathews quickly advanced by leveraging his flair for media stunts and celebrity outreach to amplify PETA's visibility. He devised early campaigns that secured high-profile spokespeople, such as recruiting in the mid-1980s for anti-fur initiatives, capitalizing on his pre-PETA connections from the music scene. By organizing provocative protests and events, he contributed to PETA's strategy of using to challenge industries like fashion and entertainment, which propelled his internal recognition and responsibilities. By 2003, after 18 years with the , Mathews had risen to , overseeing campaigns that integrated celebrity endorsements and public disruptions to influence policy and consumer behavior. His ascent culminated in the role of senior of campaigns, a position he held until departing in 2021 after 36 years, during which he shaped the group's most media-intensive efforts.

Role as Senior Vice President of Campaigns

In his capacity as Senior Vice President of Campaigns at People for the Ethical Treatment of Animals (), Dan Mathews oversaw the development and execution of provocative, media-oriented initiatives designed to spotlight animal exploitation in industries such as , , and research. Appointed to the role after starting at PETA as a in July 1985, Mathews held the position for over three decades until his departure in June 2021, during which he emphasized stunt-based protests to generate publicity and influence corporate behavior. Mathews spearheaded PETA's "I'd Rather Go Naked Than Wear " campaign, personally launching it with a nude on the streets of in 1992, which evolved into a global series featuring celebrities disrobing to decry the fur trade and contributed to reduced fur use by major s. He also organized disruptive actions, such as leading a 1990 raid on Calvin Klein's office—dressed as a —that pressured the designer to abandon fur in his collections by 1994. Additional tactics under his direction included hurling cream pies at fur-wearing attendees at the 1992 and staging costumed protests as vegetables or livestock to mock meat consumption. His campaigns frequently leveraged celebrity partnerships to amplify reach, including coordinating with on anti-sealing efforts in starting in the 1980s and producing a 1990s animal rights anthology album featuring artists like The B-52's, , and to fund initiatives and promote touring protest events. Mathews' approach prioritized and viral media coverage over conventional , resulting in policy shifts like airlines banning transport and circuses ending animal acts, though critics have questioned the long-term efficacy and ethical implications of such confrontational methods.

Key Campaigns and Initiatives

High-Profile Protests and Media Events

Mathews orchestrated disruptive protests targeting the industry's use of , frequently infiltrating events to secure media coverage for PETA's anti- stance. On February 24, 2004, he disguised himself as a priest and stormed the runway show in , shouting objections to fur garments before security intervened, an action that garnered international headlines and highlighted PETA's against animal-derived materials in luxury . In the same year, Mathews led a demonstration at on March 1, where activists, including himself clad only in underwear, blocked entrances and chanted slogans such as "Wearing fur's not fair to the animals anywhere," resulting in the of six participants, including Mathews, for trespassing and . This event exemplified his tactic of using provocative visuals to amplify messages on college campuses. Mathews also spearheaded the "I'd Rather Go Naked Than Wear Fur" initiative, launched with street protests in and featuring nude celebrity endorsements from figures like and , which evolved into a series of media stunts that pressured designers and boosted PETA's visibility through tabloid and press coverage. These efforts, including office occupations like a 1980s incursion at Calvin Klein's headquarters demanding a ban, contributed to over 20 arrests for Mathews across global actions, underscoring PETA's reliance on direct confrontation for policy influence.

Industry Influences and Policy Wins

Mathews' campaigns significantly influenced the fashion industry, particularly through high-profile protests and celebrity endorsements that pressured designers to abandon . In 1994, following a office occupation led by Mathews and the screening of undercover footage depicting fur production cruelties, announced a permanent ban on fur in his collections, citing personal reflections influenced by the evidence presented. Similar tactics contributed to and ceasing fur sales, as Mathews coordinated protests and negotiations that highlighted ethical concerns, leading to corporate policy shifts amid public backlash. The "I'd Rather Go Naked Than Wear Fur" initiative, spearheaded by Mathews starting in 1992, amplified these efforts by enlisting celebrities like to model nude on runways, correlating with a broader decline in fur usage among major labels during the and . In the automotive sector, Mathews targeted (GM) over animal use in crash tests, organizing disruptions such as interrupting GM's float in the early to expose procedures involving live pigs and baboons. These actions pressured GM to phase out by the late , adopting human cadavers and crash dummies instead, a change attributed directly to sustained advocacy revealing the tests' limited relevance to human safety. Food industry campaigns under Mathews' direction yielded incremental welfare improvements at suppliers. PETA's multi-year protests, including Mathews' personal stunts like chaining himself to outlets, culminated in a 2008 agreement with requiring audited standards for handling, such as reduced stocking densities and less painful slaughter methods, implemented across its . While maintained these addressed "basic care" without fully resolving underlying issues like , the policy marked a rare corporate concession in fast-food animal sourcing. Circus and entertainment sectors faced sustained pressure from Mathews' initiatives against Ringling Bros. and Barnum & Bailey, including lawsuits and protests documenting elephant abuse, which contributed to the company's 2016 decision to retire performing elephants and its 2017 closure amid falling attendance and regulatory scrutiny. In policy terms, Mathews advocated for City's 2017 ban on wild animal circuses, signed into law after years of lobbying, prohibiting exhibitions of species like big cats and to curb exploitative training practices. Internationally, Mathews' influenced Italy's 2008 mandating labeling on fur products, a measure he cited as a pivotal win for consumer awareness, stemming from 's disruptions that exposed mislabeling and cruelty. These outcomes, while credited by , often involved verifiable corporate announcements or legislative records, though critics note the organization's self-attributed causality overlooks parallel market trends like synthetic alternatives.

Controversies and Criticisms

Tactics and Public Backlash

Mathews directed PETA's anti-fur campaigns, which employed disruptive protests at fashion shows to highlight animal cruelty in the industry, such as the incident where he, disguised as a priest, stormed the runway in to denounce use, resulting in his . These tactics extended to celebrity-endorsed stunts, including launching the "I'd Rather Go Naked Than Wear Fur" initiative with figures like posing nude in public spaces, such as streets, to equate with nudity and shame. Additional efforts involved provocative signage and performances, like activists stripping to underwear in in to promote under slogans such as "Vegetarians Make Better Lovers," aiming to equate ethical eating with sexual appeal. Such strategies prioritized media shock value to amplify messaging, with Mathews overseeing campaigns that targeted high-profile events and industries, leading to over 20 personal arrests for . Critics, including fashion industry representatives, argued these interruptions alienated audiences and provoked defensive responses, as seen in the 1990s fur trade backlash where wearers and designers rallied against PETA's unsolicited critiques labeling outfits as unethical. Public and media reactions often framed the tactics as extreme or performative, with outlets like noting Mathews' glossing over complexities in opposing animal use in and entertainment, potentially eroding broader support by prioritizing spectacle over nuanced debate. Despite achieving policy shifts, such as influencing some designers to abandon amid sustained protests, the approach faced accusations of inefficacy, with detractors claiming it polarized the public and reinforced perceptions of advocates as fringe zealots rather than fostering sustained behavioral change. Legal repercussions, including pretrial proceedings from the Harvard demonstration, underscored the confrontational nature, while industry pushback manifested in renewed promotion campaigns countering PETA's narrative.

Debates on Effectiveness and Ethics

Critics of PETA's campaigns under Dan Mathews' leadership have argued that the organization's reliance on , such as graphic protests and celebrity nudity, prioritizes short-term media buzz over substantive reductions in animal suffering, potentially alienating broader audiences and diminishing long-term credibility. For example, during a at , students contended that Mathews' promotion of sex-infused ads like "I'd Rather Go Naked Than Wear "—which he helped initiate in the early —diverts attention from cruelty to superficial , undermining the movement's seriousness. Mathews countered that in an "imbecilic " overwhelmed by , such provocative strategies are essential for visibility, citing instances like Pamela Anderson's nude campaign influencing anti-fur legislation in and by . Empirical assessments of these tactics remain limited, with attributing successes like a 90% drop in use among major designers since the and California's 2019 sales ban to sustained pressure from Mathews-orchestrated events, including high-profile disruptions at shows. However, independent analyses suggest shock advocacy can backfire by fostering defensiveness rather than persuasion, as evidenced in studies showing that extreme messaging against reduces receptivity among non-vegetarians without proportionally increasing ethical consumption. Ethically, Mathews' campaigns have faced accusations of and , particularly for employing —often of female celebrities—to condemn animal , which critics label as reinforcing patriarchal norms under the guise of . In the Cornell debate, opponents highlighted how ads perpetuate unattainable beauty standards and exploit participants' bodies, questioning whether voluntary involvement excuses the broader commodification of women to advance . Mathews maintained that endorsers like and participated willingly, framing nudity as a direct rebuke to fur's vanity rather than , though on similar ads indicates they may boost immediate recall but reinforce stereotypes without enhancing support. Additional ethical concerns arise from tactics trivializing human tragedies, such as 's analogies in campaigns Mathews supported, which ethicists argue dilute historical atrocities to spotlight animal issues, eroding moral discourse.

Post-PETA Activities

Departure from PETA and Subsequent Advocacy

Mathews departed from his role as Senior Vice President of Campaigns at in July 2021, marking the end of a 36-year tenure that began in 1985. His exit was announced publicly without disclosed conflicts, allowing him to transition directly into continued efforts focused on chimpanzees. Following his departure, Mathews joined Save the Chimps, a Florida-based dedicated to retiring chimpanzees from research laboratories, , and the pet trade, where he serves as Development Director. In this capacity, he organizes events, public awareness campaigns, and advocacy initiatives to support the sanctuary's care for over 300 chimpanzees across multiple islands, emphasizing and lifelong protection from exploitation. His work builds on prior efforts against experimentation, including protests that contributed to policy shifts reducing chimp use in U.S. labs. Mathews has continued high-profile advocacy through events such as World Day celebrations, including a 2024 exhibition in , highlighting chimpanzee histories and sanctuary successes to educate the public on ethical treatment. This phase of his career maintains a focus on direct intervention for non-human , prioritizing evidence-based models over broader protest tactics, while leveraging his media experience to secure donations and policy support for animal retirement programs.

Ongoing Contributions to Animal Welfare

Following his departure from PETA in July 2021 after 36 years, Mathews joined Save the Chimps, a Florida-based sanctuary for rescued chimpanzees, as Director of Events and Special Projects in March 2022. In this role, he organizes fundraising events, produces awareness campaigns, and leverages celebrity partnerships to support the sanctuary's mission of providing lifelong care to chimpanzees retired from laboratories, entertainment, and the pet trade. His efforts have included coordinating art initiatives where sanctuary chimpanzees create paintings sold to fund operations, such as a 2023 collaboration featuring Paul McCartney's song "When I'm Sixty-Four" in promotional ads highlighting the animals' retirement. Mathews has facilitated high-profile endorsements and events to boost visibility and donations for welfare. In December 2023, he collaborated with band at art fairs to promote Save the Chimps, drawing attention to the sanctuary's rehabilitation work for ex-lab and entertainment apes. By mid-2025, under his involvement, the organization partnered with for a project aimed at raising funds for expanded care facilities amid ongoing rescues from substandard conditions. These initiatives have contributed to financial milestones, including a cryptocurrency matching program that generated $36,000 in donations within a year for nutrition and enrichment. Building on his prior advocacy against chimpanzee experimentation—which influenced the National Institutes of Health's 2015 decision to end invasive research—Mathews continues lecturing at institutions like Harvard and on great ape protection, emphasizing retirement sanctuaries over continued captivity. His work at Save the Chimps focuses on practical outcomes, such as integrating rescued individuals like a 28-year-old female relocated in 2023, enabling natural social behaviors in a 3,000-acre . These activities underscore a shift toward direct sanctuary support rather than protest-driven campaigns, prioritizing evidence-based rehabilitation for endangered .

Personal Life and Writings

Personal Experiences and Identity

Mathews was raised in , by a who, after divorcing his father, encouraged her three sons—including Mathews and his two brothers—to bring home stray animals, instilling an early affinity for . His mother's undiagnosed contributed to a chaotic upbringing, marked by episodes that Mathews later described as shaping his resilience, empathy, and creative approach to challenges. Identifying as gay during high school, Mathews endured and physical assaults due to his , overweight build, and punk aesthetic, forging a high threshold for public scrutiny that aided his activist career. Upon as a teenager, he received support from his mother, who also nurtured his gay friends rejected by their own families. Openly gay throughout his professional life, Mathews has integrated his personal identity with advocacy, linking campaigns to broader fights against , including homophobia, while maintaining that such experiences honed his commitment to confronting .

Memoir and Public Reflections

In 2007, Mathews published Committed: A Rabble-Rouser's Memoir, detailing his evolution from a marginalized high school student in Orange County, California, to a key figure in PETA's international campaigns. The book recounts specific incidents, such as staging protests against fur use in fashion and engaging celebrities like Calvin Klein, who reportedly ceased fur production after viewing PETA footage provided during a meeting arranged by Mathews. Mathews describes these events alongside personal soul-searching that shifted him from social pursuits to animal advocacy, emphasizing random encounters and internal motivations over ideological dogma. Mathews' 2020 memoir, Like Crazy: Life with My Mother and Her Invisible Friends, shifts focus to his experiences caring for his mother, Perry, who lived with undiagnosed . He portrays episodes of her hallucinations and their unconventional living arrangements in a fixer-upper, framing these as formative for his and in . In reflections tied to the book, Mathews attributes his tolerance for chaos and advocacy skills to navigating his mother's condition without institutional intervention until late stages, viewing it as a catalyst for broader toward vulnerable beings, including animals. In public interviews, Mathews has elaborated on these themes, linking personal hardships to his professional drive. A 2009 Guardian profile quotes him stating, "I've always been drawn to extremes," as an explanation for PETA's provocative tactics, including nude celebrity ads against . Similarly, in a 2016 Attitude interview, he reflects on as an openly teenager in the sparking his early at age 16 and lifelong commitment to challenging norms, predating his 1981 PETA involvement. During a 2005 discussion with , documented in 2012, Mathews expressed frustration with systemic animal exploitation's scale but underscored persistence, noting, "Animal people often feel as if we're up against overwhelming odds." These accounts consistently portray his reflections as rooted in over cruelty rather than abstract , though critics of PETA question the self-justificatory tone in such narratives.

References

  1. [1]
    Mathews, Dan 1964– | Encyclopedia.com
    Dan Mathews has been an animal activist since childhood, and as an adult he has raised awareness of animal rights and funds for People for the Ethical Treatment ...
  2. [2]
    Dan Mathews of Peta: 'I've always been drawn to extremes'
    May 28, 2009 · Dan Mathews is the man behind some of animal rights group Peta's most shocking campaigns. But is he motivated by a need to transform society's views?Missing: biography | Show results with:biography
  3. [3]
    Dan Mathews | Save the Chimps
    Dan Mathews, a longtime Senior Vice President at PETA, has produced a wide variety of events and has a lengthy history of advocating for chimpanzees.
  4. [4]
    Dan Mathews Joins Save the Chimps as Director of Events ...
    Mar 25, 2022 · He campaigned against the use of chimps in cruel experiments for two decades before the National Institutes of Health halted research on chimps.Missing: activist | Show results with:activist<|separator|>
  5. [5]
    Dan Mathews | Official Publisher Page - Simon & Schuster
    As PETA's Director of Campaigns, he helps increase awareness of the rights of animals through high-profile events. Author Alerts. Get updates about Dan Mathews ...
  6. [6]
    How My Mom's Schizophrenia Boosted My Empathy and Creativity
    Aug 10, 2020 · Dan Mathews is the senior vice president of People for the Ethical Treatment of Animals (PETA) and is known for launching PETA's most ...Missing: biography | Show results with:biography
  7. [7]
    Dan Mathews talks being bullied as a gay teenager, his ...
    Feb 8, 2021 · Mathews' mother, Perry Lawrence, was a ballet aficionado and attended many productions of “The Nutcracker” during her life. While raising ...
  8. [8]
    Dan Mathews author information - BookBrowse.com
    May 5, 2020 · Dan Mathews was born and raised in Orange County, California by a single mother who encouraged her three boys to bring home stray animals. In ...
  9. [9]
    PETA-Dan Mathews - The New York Times
    Mar 25, 2007 · Mathews said that after security guards dragged him and his antifur sign off the runway, women in the front row “got up and started hitting them ...
  10. [10]
    Notable Alumni | American University, Washington, DC
    Dan Mathews, CAS/BA '85, Former Senior Vice President, PETA; Author · Rachel Micah-Jones, WCL/JD '03, Founder and Executive Director, Centro de los Derechos del ...
  11. [11]
    Cultural Igniters Series: Dan Mathews - Never Apart
    My first memoir, Committed, came out in 2007. It covers my evolution from gay punching bag in high school to international PETA crusader—and a lot of the wild ...Missing: biography | Show results with:biography
  12. [12]
    When animal lover attacks - Orange County Register
    May 14, 2007 · They also joined a protest in Anaheim against animal testing led by the founders of a brand-new group known as PETA. Although Mathews says he ...
  13. [13]
    Dan Mathews: Peta's animal action man - The Times
    Mathews, now 44, landed his "dream job" at the age of 20, working as - wait for it - Peta's receptionist. "I had no ambition but to be active in animal rights, ...Missing: date position promotions<|control11|><|separator|>
  14. [14]
    Dan Mathews ARZone Interview - Animal Rights Zone
    Sep 10, 2011 · Some of Dan's achievements include convincing Calvin Klein to stop designing with fur after leading a raid of his office, pressuring GM to ...
  15. [15]
    Dan Mathews–Vice-President of PETA - Talking Animals
    Nov 10, 2003 · Dan Mathews, Vice-President of PETA–an 18-year veteran of the organization and the chief strategist behind its high-profile ...Missing: entry career rise
  16. [16]
    Famous activist joins Save the Chimps | News | hometownnewstc.com
    Mar 31, 2022 · Dan Mathews started at PETA in 1985, and left in 2021 on his 36th anniversary. He's not a stranger to Save the Chimps and seemed genuinely ...Missing: early | Show results with:early<|separator|>
  17. [17]
    "PETA Senior VP of campaigns, Dan Mathews, just announced he's ...
    Jul 2, 2021 · "PETA Senior VP of campaigns, Dan Mathews, just announced he's leaving the organization he helped put on the map and make the largest animals ...
  18. [18]
    Dan Mathews - Director of Events & Special Projects at Save the ...
    PETA. Jul 1985 - Jun 2021 36 years. Norfolk, Virginia, United States. Education. American University Graphic. American University. Bachelor's degree HISTORY ...
  19. [19]
    Dan Mathews - Holistic Holiday at Sea
    PETA Senior VP Dan Mathews is the irreverent force behind many of the colorful crusades of one of the most enduring pressure groups of all time.
  20. [20]
    PETA's Milestones | Victories | About PETA | PETA.org
    Led by PETA staff member Dan Mathews and Julia Sloane, the protest makes headlines around the world and leads to PETA's iconic naked celebrity ad series.
  21. [21]
    Profiles of Changemakers: Dan Mathews - BeMagazine.org
    Among his many accomplishments are the following: He persuaded Calvin Klein to stop using fur after leading a raid on the designer's office and pressured ...Missing: controversies | Show results with:controversies
  22. [22]
    Sir Paul McCartney and PETA VP Dan Mathews Reflect on Two ...
    Sir Paul McCartney and PETA VP Dan Mathews Reflect on Two Decades of Activism · What would you say about how things have changed since PETA's been on the scene?
  23. [23]
    Animal Welfare Activist Dan Mathews - Indiana Public Media
    Aug 14, 2019 · Dan Mathews is the senior vice president of People for the Ethical Treatment of Animals and is known for heading PETA's most controversial ...<|separator|>
  24. [24]
    Protesters' stories: Dan Mathews and Peta - The Guardian
    Jan 13, 2012 · Peta activist Dan Mathews, 47, ambushed a Gianfranco Ferre fashion show in 2004 to protest against the use of fur.
  25. [25]
    Peta protester Dan Mathews interview - YouTube
    Jan 19, 2012 · ... Dan Mathews discusses his 2004 anti-fur protest at a Gianfranco Ferré fashion show in Milan. Disguised as a priest, he ambushed the show ...
  26. [26]
    PETA Protest Ends in 6 Arrests | News - The Harvard Crimson
    Mar 2, 2004 · Wearing fur's not fair. We're in our underwear,” shouted PETA Vice President Dan Mathews, sporting only Spongebob SquarePants boxer shorts.<|separator|>
  27. [27]
    Should PETA use sex and stars to sell a cause? with Dan Mathews
    Feb 9, 2015 · Mathews is the irreverent force behind PETA's colorful crusades and star-studded stunts, such as the iconic “Rather Go Naked Than Wear Fur” ...
  28. [28]
    Dan Mathews: PETA's fight against fur | The Independent
    May 5, 2009 · "We're here to protest Calvin Klein's use of fur, and we'll be taking over your offices until he gives it up." "Someone, call the police!" she ...
  29. [29]
    Calvin Klein Will Stop Making Furs - The New York Times
    Feb 11, 1994 · Calvin Klein ruffled the $1.1 billion fur industry yesterday, announcing that he would no longer produce furs. Citing "my own reflections on ...Missing: ban | Show results with:ban
  30. [30]
    Groups protest GM's use of animals in crash tests - UPI Archives
    Sep 28, 1991 · 'People want a car that will accommodate a dog, not one that's killed a dog,' said Dan Matthews of the Washington, D.C. -based PETA. 'When ...
  31. [31]
    History and Resources :: Campaign Timeline - Kentucky Fried Cruelty
    June 1, 2008: PETA calls off its campaign in Canada after reaching a historic agreement with the company that coordinates purchasing chickens for all KFCs in ...
  32. [32]
    Victory! New York City Mayor Signs Wild-Animal Circus Ban into Law
    Jul 28, 2017 · PETA's senior vice president of campaigns, Dan Mathews, who's spent years pushing for New York City's circus and horse-drawn carriage bans ...
  33. [33]
    PETA's Top 10 Wackiest Stunts
    Sep 4, 2009 · PETA V.P. Dan Mathews was a man (of the cloth) on a mission when he talked his way into furry designer Gianfranco Ferré's 2004 Milan fashion ...
  34. [34]
    35 Years of Animal Victories and Outlandish Stunts with Dan Mathews
    Aug 11, 2020 · Dan launched Peter's I'd rather go naked than wear fur campaign nude on the streets of Tokyo. And after decades of protest celebrity ads and ...<|separator|>
  35. [35]
    Pretrial Date Set in PETA Case | News - The Harvard Crimson
    Apr 27, 2004 · Two months ago, Mathews and five other demonstrators stripped down to colorful underwear and strategically placed tape in a Harvard Square ...Missing: backlash | Show results with:backlash
  36. [36]
    Revolt Of The Fur Bearers - Newsweek
    Jan 5, 1992 · The English animal-rights movement is far more powerful than its American counterpart, and so is the resulting backlash. On "National Wear ...Missing: protests | Show results with:protests
  37. [37]
    Coming In From the Cold: A Fur Lovers' Backlash
    Dec 11, 1994 · Dan Mathews, a chief strategist for People for the Ethical Treatment of Animals, an antifur group, asserts that fewer people are wearing ...
  38. [38]
    Such a Nice Zealot - The New York Times
    May 1, 1994 · It campaigns against animals used in circuses, movies and for medical research, including AIDS and cancer. Mr. Mathews glosses over these issues ...
  39. [39]
    Peta: the fur will fly - The Telegraph
    Jul 6, 2008 · But while Peta exposes animal abuse, takes legal action and campaigns for consumer boycotts, Mathews achieves success with his zany capers - ...
  40. [40]
    Should charities use shock tactics? | Alex Clark and Peter Stanford
    Feb 18, 2012 · Peta's latest advert has caused outrage by parodying campaigns by charities working with victims of physical abuse. Has it gone too far?
  41. [41]
    Why Do So Many People Hate PETA? - Green Eco Friend
    PETA likes to shock people, and although shock tactics can work I think they've done their organisation far more harm than good. It seems their mantra is ...
  42. [42]
    In debate, students question PETA's use of sex to sell animal rights
    Nov 2, 2012 · The Cornell Forensics Society took on PETA Vice President Dan Mathews on the topic of whether sex and celebrities be used to promote social ...Missing: protests | Show results with:protests
  43. [43]
    You're wrong about PETA - Vox
    Aug 8, 2024 · Its controversial tactics are not above critique. But the key to PETA's success has been its very refusal to be well-behaved, forcing us to ...
  44. [44]
    Fur Clothing Bans | Pros, Cons, Debate, Arguments, & Animal Rights
    Sep 25, 2025 · As explained by PETA Senior Vice President Dan Mathews, who created the campaign, “Nearly every top designer has shed fur, California has ...
  45. [45]
    How PETA Won Its Messy Fight and Took a Seat at the Table
    May 31, 2020 · PETA's mode of making social change has always been to inspire shock and ignite boycotts. For years, we've watched videos of screaming animals and seen red ...
  46. [46]
    The credibility of shock advocacy: Animal rights attack messages
    In a study of shock advocacy Scudder and Mills (2009) found that the shock messages used by a nonprofit advocacy group were effective against the animal food ...
  47. [47]
    PETA's 'human' leather campaign is horrifying, but is it effective?
    Dec 3, 2021 · The shock factor aims to bring attention to its animal-friendly mission. But do these scare tactics actually help the animal rights movement?<|separator|>
  48. [48]
    Case Study #5: PETA Denuded
    PETA's strategy of using naked—often female—celebrities to pose for the “I'd Rather Be Naked” campaign has led to criticism that PETA is relying on sexist ...
  49. [49]
    Has PETA Gone Too Far? Sexism, Pornography and Advertising
    Jan 7, 2013 · PETA's campaigns perpetuate a hyper-sexualised and hyper-masculinised culture in which women's bodies are considered nothing more than objects.
  50. [50]
    Does PETA Have a Porn Problem? - Psychology Today
    Jun 1, 2022 · A study conducted in the US and Australia showed sexualized and non-sexualized PETA advertisements to young men and women.
  51. [51]
    Santa Fe gallery World Chimpanzee Day - Albuquerque Journal
    Jul 11, 2024 · Dan Mathews has always been an animal rights advocate. As the former senior vice president of People for the Ethical Treatment of Animals ...Missing: current | Show results with:current<|control11|><|separator|>
  52. [52]
    Paul McCartney lends 'When I'm Sixty-Four' to this Save the Chimps ad
    Mar 3, 2023 · Dan Mathews of Save the Chimps—a former SVP at PETA who created the “Rather Go Naked Than Wear Fur” ad series—has worked with McCartney before.Missing: contributions | Show results with:contributions<|separator|>
  53. [53]
    Monkey business with the B-52s at the Miami art fairs | CNN
    Dec 4, 2023 · They discovered Save the Chimps after Dan Mathews, a director of the sanctuary, went backstage after a concert last year and invited Pierson to ...
  54. [54]
    Ozzy Osbourne Teams Up With Rescue Chimps to Make Art for ...
    Jul 14, 2025 · Save the Chimps provides a safe haven for apes who survived harsh conditions in labs, private homes, substandard zoos, and wildlife traffickers.
  55. [55]
    Dan Mathews - Facebook
    Happy 45th anniversary PETA! This was the launch of the Rather Go Naked Than Wear Fur campaign on the streets of Tokyo, 1992 .Missing: biography | Show results with:biography
  56. [56]
    Rescued chimp is now 'thriving': sanctuary - Yahoo News
    Jun 28, 2023 · STORY: [Dan Mathews, Director of events and special projects, Save the Chimps] “She finally, after 28 years, had life as nature intended.Missing: contributions | Show results with:contributions
  57. [57]
    Interview | PETA's Dan Mathews on animal activism and the gay ...
    Nov 13, 2016 · As Senior Vice President, Dan's been responsible for some of PETA's most successful, attention-grabbing, and controversial campaigns, from ...
  58. [58]
    Learning to parent your parent - Washington Blade
    Aug 21, 2020 · And yet, when Mathews came out as a teen, Perry was solidly in his corner and she mothered his gay friends whose mothers wouldn't. It was a ...Missing: upbringing orientation
  59. [59]
    PETA Leader Dan Mathews On Dating Meat Eaters, Gay Rights ...
    Oct 9, 2015 · PETA Leader Dan Mathews On Dating Meat Eaters, Gay Rights & His 'Vegan Gay Marriage' in Las Vegas. Pamela Anderson Dan Mathews Jack Ryan ...Missing: experiences | Show results with:experiences
  60. [60]
    Committed: A Rabble-Rouser's Memoir - Mathews, Dan - Amazon.com
    Dan Mathews chronicles his transformation from high school outcast to PETA activist, staging outrageous protests worldwide while maintaining his mischievous ...
  61. [61]
    Books: Committed: A Rabble-Rouser's Memoir - Windy City Times
    Jul 11, 2007 · According to Mathews, Klein finally met with PETA, watched videotapes of animals being killed for fur and stopped using it in his collections.
  62. [62]
    Committed: A Rabble-rouser's Memoir - Dan Mathews - Google Books
    This irresistibly entertaining book recounts the random incidents and soul-searching that inspired a reluctant party boy to devote his life to a cause, without ...<|separator|>
  63. [63]
    Like Crazy: Life with My Mother and Her Invisible Friends
    He spent two years in Italy working as a fashion model and bit-part actor before returning to the US to earn a degree in history from American University in ...