The animal rights group PETA, known for their provocative advertising, has taken their veganism and anti-fur campaigns to another level. The organization is in the process of developing a XXX porn site, The Huffington Post reported, intending to mix the racy content with its message.

“Playboy is helping us put the ‘T & A’ in PETA,” Dan Matthews, PETA senior vice president and former Baywatch star, told Yahoo! News.

According to Lindsay Rajt, PETA’s spokeswoman, the website will post enough graphic images to qualify as an XXX domain.

“We really want to grab people’s attention, get them talking and to question the status quo and ultimately take action, because the best way we can help the greatest number of animals is simply by not eating them,” she told The Huffington Post.

The site will include women and men who are dedicated to helping animals, the group said, and may feature some celebrities as well.

“There will be a lot of girl and boy next door content, but we haven’t ruled out celebrities on the site as well,” Rajt said. “People who are extraordinarily dedicated to helping animals and who are willing to do whatever it takes to draw attention to the suffering they endure.”

Rajt s said the decision to launch the controversial website was based on a need to grab viewers’ attention.

“We live in a 24 hour news cycle world and we learn the racy things we do are sometimes the most effective way that we can reach particular individuals,” she said.

The organization said it only seeks to spread the word about veganism, but critics believe the campaign may exploit women. The Huffington Post reported that a Facebook group called “Real Women Against PETA” was created as a response to one of the organization’s billboards, which read, “Save the Whales, Lose the Blubber, Go Vegetarian.”

“I’m a vegetarian since age nine and I DO NOT approve of using sex to sell a message,” said Grace Howse, 27, a member of the anti-PETA group. “It doesn’t matter to me if friends and family eat meat, but I think PETA’s objectification of women and plan to start a porn site is deplorable.”

Although PETA’s campaigns are provoking and offensive to some, the organization managed to be recognized by the American Advertising Federation National ADDY Awards this year. In the Public Service category, the organization won a Gold ADDY for their “Skins” campaign where celebrities posed naked to promote better treatment of animals.

PETA has previously featured former NBA star Dennis Rodman and hip-hop rapper Waka Flocka Flame in their nude anti-fur ads.