[About PETA] When we first started, we were able to take our undercover video to 60 Minutes or 20/20, and they would fight over it and do these thought-provoking exposés. Now that society has become less interested in these programs and more interested in sensationalism and the tabloids, we have to reinvent ourselves to keep our issues on the front burner; we have had to do a lot of theatrical things. … Much of what we do is geared toward kids, who have a great sense of justice. This is the first generation in which kids have grown up with this issue. Twenty-five years ago, parents were petrified when their kids went vegetarian—some still are.

Sir Paul McCartney and PETA VP Dan Mathews Reflect on Two Decades of Activism (April 2005)