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PETA Bails on Ad Campaign Comparing James Ray Sweat Lodge Victims to Dogs in Hot Cars

Turns out, comparing people tragically killed by a "self-help" guru to dogs left in hot cars is a bad idea.
Turns out, comparing people tragically killed by a "self-help" guru to dogs left in hot cars is a bad idea.

omparing the victims of snake-oil salesman James Ray's deadly sweat lodge to dogs left in hot cars has ruffled a few feathers.

Imagine that.

People for the Ethical Treatment of Animals, as we reported last month, was attempting to capitalize on the publicity Ray's manslaughter case received by comparing the victims of his fatal death lodge to dogs left in hot cars.

PETA was negotiating with outdoor advertisers near Sedona, the site of Ray's deadly "Spiritual Warrior" self-help retreat, to display a billboard showing a distressed dog in a parked car next to the caption "A Sweat Lodge Can Kill You. A Parked Car Can Kill Him. Dogs Overheat Faster Than Humans."

Now, the group says, it's bailing on the ad campaign after families of the victims complained.

According to PETA, the families get "what PETA is trying to accomplish, but trivializing the deaths of three people isn't the way to go about it."

"Although we will not proceed with the billboard, we will continue to bring attention to the truly life-and-death danger of leaving dogs in parked cars in summer," Tracy Reiman, one of PETA's executive vice presidents, says.

The group plans to replace the ad with one that says, "Too hot for Spot? In hot weather, leave dogs at home," with an animation of a dog in a vehicle.


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