The campaign draws a parallel between the in-game slaughter of seals by Horde characters and the real-life hunting of seals in Canada.

"Thrall refused to ban the slaughter of seals, despite multiple requests from the Alliance to do so, because Orgrimmar stands to make a large profit from the fur," writes PETA on its blog.

To stop the seal slaughter, the group is of course staging a violent assault on the game's seal-populated Howling Fjord zone. A short piece of machinima was also produced to get the word out: [videofeature]http://www.youtube.com/watch?v=Tcm-X0aKV0s[img]http://www.shacknews.com/extras/Breckon/seal.jpg[/img][/videofeature]