It was in April 2001 that PETA introduced it's Kentucky Fried Cruelty campaign, which focuses on the unethical treatment and slaughter of chickens for the fast food industry. By raising awareness, they aim to inform the public of the practices of fast food chains, primarily KFC, and are striving for KFC to change their policies and become aware of the ethical issues that have arisen in the slaughterhouses that they do business with.