The nonprofit organization, whose controversial campaigns draw criticism from women's rights groups, said it hopes to raise awareness of veganism through a mix of pornography and graphic footage of animal suffering.
"We're hoping to reach a whole new audience of people, some of whom will be shocked by graphic images that maybe they didn't anticipate seeing when they went to the PETA triple-X site," said Lindsay Rajt, PETA's associate director of campaigns.
"We try to use every outlet that we can to speak up for animals," Rajt said. "We anticipated that this new triple-X domain name would be a hot topic and we immediately decided to use it and take advantage of it to try to promote the animal rights message."
Visitors to the X-rated site will initially be presented with pornographic content as well as images from PETA's salacious ads and campaigns, Rajt said. Those images will be followed by pictures and video shot undercover of the mistreatment of animals. The site will also include links to vegetarian and vegan -- using no animal products -- starter kits as well as recipes.
"When people first visit the site, it will be very enticing and once they go just a little bit deeper, that's when they'll be confronted with images that we hope will make them stop and think and get them talking and hopefully encourage them to make a lifestyle change to a plant-based diet," Rajt said.
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