I first heard of Peter Young when a reporter at the Daily Dot asked me if I was somehow involved in 2013’s “Ex-Vegans” stunt in which dozens of former vegans were exposed for having eaten meat.

After dominating the media cycle for several days, the surprise left hook of the campaign landed: All the traffic and inbound links were redirected to footage of appalling slaughterhouse conditions.

Hundreds of thousands of people were unwittingly exposed to the very unpleasantness that media attempts to shield from them.

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