Hundreds of half naked animal rights activists took to the streets of the northern city of Pamplona on Thursday (July 5) condemning one of Spain's most famous traditions as cruel to animals. Chanting "Yes to bulls, not to bullfighters", activists from across Western Europe marched along the same cobblestone route that bulls and humans stampede every July before being slaughtered in bullfights. Thousands of tourists visit Pamplona each year to watch and participate in the event. And it wasn't just a case of protesters dressing down on Thursday, some participants donned plastic horns and fake bull's heads. But behind the playful fancy dress was a serious message. Michael Brazelm, member of the U.S.-based People for the Ethical Treatment of Animals group (PETA) that organised the protest said they were showing people an alternative to animal cruelty. "This is much more entertaining and we are hoping people will change their minds and open their hearts," he said. Austrian Julia Karsmann said she felt the protesters' nudity was a powerful statement and people were more impressed with the nudes than the bulls. Fellow protestor Friederike Sumiya said "Every animal has the right to life without violence, and because we can have fun and culture without having to exploit animals that is why I am fighting against animal cruelty". This year's festival begins on Friday (July 6) with a ceremony known as the 'chupinazo'. A small rocket is fired from Pamplona's city hall's balcony overlooking the main square to signal the start of a nine-day long party in honour of the city's patron saint, San Fermin. Protester Fleur D'lsney said she thought the bull run is a tradition that has become outdated and people were realising how barbaric and outdated it is. "It's not a sport" she said "it's vile". One local resident, Richard, did admit he liked the bull run, but didn't like the fact the bulls suffered in the fight at the end. At least 14 people have died and 200 have been injured in the bull run over the past 72 years. This year's running of the bulls begins in Pamplona on Saturday (July 7).