PETA is back with another headline grabbing campaign, and this time they’re aiming it squarely at the grunge legends of Seattle.
The animal rights group has asked Alice in Chains to temporarily change their name to Betty in Chains for one month. The goal is to use the band’s iconic branding to spotlight a 56 year old circus elephant named Betty, who PETA says has spent virtually her entire life, quote, “literally in chains.”
If you’re wondering why this is blowing up, here are the basics. Betty has been performing with the Carden Circus for more than 50 years. According to PETA, she’s taken part in roughly 300 circus shows each year, and they’re calling her the “world’s most depressed elephant.” That phrase alone has been enough to launch a wave of online sympathy for her situation, along with plenty of frustration aimed at the circus industry in general.
An elephant expert recently examined Betty and delivered a grim warning. They believe she is at risk of a fatal collapse if she isn’t immediately retired to a legitimate sanctuary.
That expert opinion forms the backbone of PETA’s request to Alice in Chains. In their letter to the band, they argue that a temporary name change would help “amplify her story to millions” and could “change the course of history for all animals used in circuses.”
The idea of a rock band adjusting its name for a cause isn’t entirely unheard of, and PETA has a long track record of using celebrity partnerships to raise attention. But the internet reaction has been split in classic social media fashion. Some fans think it’s a clever way to use the band’s influence for good. Others think it feels like a publicity stunt that puts the spotlight on the band more than the issue itself. And of course, plenty of people are jokingly pitching alternate names that range from charming to absolutely unprintable.
As of last night, Alice in Chains hasn’t responded. No statement, no joke, no “Betty in Chains” merch drop, nothing. Fans are watching closely though, because even a simple comment from the group would supercharge the attention on Betty’s situation.
No matter what the band decides, the campaign has already sparked fresh conversation about the treatment of circus animals and the push to retire aging performers to sanctuaries. And for Betty, even that spotlight might be the start of a very different final chapter.