You need to just stop crap like this.  

http://features.peta.org/mario-kills-tanooki/Default.aspx

Yes, your heart is in the right place, but this kind of ridiculous comparison isn’t going to open up anyone’s mind.  You know what’s going to happen when you take a popular cultural icon and remove it from context and associate it with your cause?  

Backlash.  

Aside from the nerdy and obvious point that Mario gets his Tanooki suit from a magical leaf, and does not skin an animal to get it, all you are doing is taking a game that just came out, and hoping to generate shock and awe to garner attention.  This is what reality television stars do when they feel their fifteen minutes of fame is up. Nintendo is not promoting an image that it’s all right to wear fur, unless you get it from a magical leaf. Does Mario brutally skin and kill the animal alive and then sell its fur to rich Koopas to give the player points?  No.  You just latched onto something recognizable and hoped to piggy back onto the release of the game.  

And I understand that you want to get people talking, so kudos for that I guess, but they are talking about the wrong thing.  As a result, the focus of your efforts does not become a frank and open discussion about the ethics of slaughtering animals and the fur trade, it becomes “look at how ridiculous PETA is.”  Yeah, you posted a sad and disturbing video, and that might get some people to open their minds up, but you are going to get more people to view animal rights, vegan-ism, and vegetarianism as a complete joke doing this kind of crap, but I don’t see how what you are doing is anyone different than posting a billboard on the highway of a half born baby that says “Choose Life.  Your Mom Did.”  It’s a gross simplification of a delicate issue, that most people sadly don’t think about, and it’s not going to make it any easier for them to open their minds.  It’s time to grow up, and stop making ad campaigns like your trying to sell Mountain Dew, and make ones like your trying to promote animal rights.  You used to know how to do that.

And for the record, I think the fur trade is disgusting, and I did not mean to imply that I am Pro-Life.  I think that topic is far too complex and varied for me personally to be able to boil down into anyone particular stance.  I just used it as an example.  

I just really think there are more constructive and effective ways to raise awareness about something like this.