Russian Antifur Protesters March In St. Petersburg

Demonstrators in St. Petersburg dressed up as animals in cages.

The rally in St. Petersburg on October 20 was one of a series of protests organized by the group Vita last month. They spanned 46 cities, from Vladivostok in the Far East to Stavropol in the south to Belgorod in the west.

About 400 young activists turned out in St. Petersburg. Some came in butcher's and executioner's outfits waving banners that read "Wear fur, wear death" and "Our fashion is murder."

Only 2,000 Russians rallied across the country, but activists say their mere existence is a sign of how the Internet -- and with it rising awareness of animal cruelty -- is rapidly transforming what has long been a nonissue in Russia into a hot topic for the younger generation.

"It's not growing interest; it's more growing empathy -- the increase of information about cruelty meted out to animals and the level of awareness of people," says Dinara Adeyeva, head of Vita's St. Petersburg branch.

Banner: "Wear fur, wear death"

"I just didn't think. I lived like the majority of people. The reason we pursue this activism is that [these problems] simply haven't crossed the majority of people's minds," an activist says.