You love your dog—but you eat hot dogs. You would never buy fur—but you can’t pass up cheese. Feeling uncomfortable? Good. Now, ask yourself: “What if I held the same compassion to all animals, regardless of their species?”

PETA’s powerful campaign is a reminder that we all have empathy, and that we can choose to align our actions with our values. If you could confront the “monster” within you—or the part of you that supports cruelty to animals—what would you say? PETA’s chilling video brings this harrowing scenario to life with hyper realistic SFX makeup from renowned artist Jo Steel, illustrating the inner battle that many face when they go against their inherent compassion for others.

Much like infamous “split personality” villains such as Jekyll and Hyde or Batman’s Two-Face, humans come face-to-face with their own “inner demons” in the form of a blood-sucking vampire, a killer clown, and other terrorizing creatures. Split between two sides, the humans call out their own hypocrisy: “You save whales—but you grill salmon.”

The animals whose flesh you consume or skins you wear are no different from those you consider part of your family—they all have feelings, personalities, and the desire to forge meaningful relationships. PETA’s message challenges humans to embrace the good in themselves: the side that cares for our fellow animals.

When we learn more about animals and their complex inner lives, one thing becomes clear: all of us feel love, joy, pain, and fear. Most importantly, none of us want to suffer.

Chickens are sensitive, social birds who love to cuddle and are known to “purr” when they’re happy. On farms—even those labeled “cage free”—workers cram them into filthy, windowless sheds, where they cannot breathe fresh air, bask in the sun, take dust baths, or meaningfully socialize with others.

Like all mothers, cows want to nurture and coddle their precious young—but in the dairy industry, workers tear their newborn calves from them immediately after birth.

Right: Jo-Anne McArthur / We Animals

Ducks and geese are loyal, family-oriented animals who struggle and shriek when workers violently tear their feathers from their sensitive skin by the fistful for down.

If you feel horrified when you learn how animals suffer on farms and at slaughterhouses, then why would you support these industries?

The “What’s Wrong With You” campaign points out that while we all care for others, many humans continue to live double lives—but it doesn’t have to be this way. Everyone has the power to silence speciesism by being vegan. That means not consuming animals’ flesh, eggs, or milk; not buying products that were tested on animals; not wearing animals’ skins, feathers, or fur; and not supporting the exploitation of animals for any reason.

What are some of the ways in which you contradict your beliefs that you’d like to do better on?