Why a Campaign?
Campaigns have proved to be effective methods for opposing companies involved in animal exploitation. Through being focused and directing their resources at a realisable/intermediate goal (e.g. abolishing the fur trade), they achieve added effectiveness.
Today in the area of politics almost any activity is called a campaign. Campaigns by the animal rights/liberation movements, though, have generally had the following features: they have concentrated on a single issue (like fur), were often directed against a particular company (such as ESCADA), integrated different forms of actions, had concrete demands (here: the complete stop of fur sales at ESCADA), and were not ended until they reached their goals.
As ever more animal exploitation businesses were becoming global players and had operations in different places, so too have animal rights campaigns become increasingly global.
Also campaigns are increasingly considering the structure of the business of animal exploitation and its interconnections, and collaborators likewise became subject to protests: these collaborators are e.g. business partners who keep the exploitation going, who profit from it and who therefore contribute to the suffering and violent deaths of the abused animals.