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Vegan campaign aims to raise awareness of the forgotten victims of the dairy industry

The emotional billboards stand at a giant 7.5m high and feature young calves alongside the text '95,000 male calves shot in a year – the dairy industry’s trash'.

JOE MELLOR: ‘The animal welfare charity Viva! is launching its new UK campaign, Trash. The campaign aims to raise awareness of the forgotten victims of the dairy industry – male calves – and forms just one part of their ongoing campaign to highlight the dark side of dairy. To mark the launch of Trash, Viva! has commissioned two giant vegan billboards to appear on one of the busiest stretches of motorway in the UK for the first two weeks of October.

The emotional billboards feature young calves alongside the text “95,000 male calves shot in a year – the dairy industry’s trash”. The billboards stand at a giant 7.5m high… Over the two week period the billboards are estimated to reach 1.6 million people.

In addition to the billboards, the charity has commissioned YouTube adverts highlighting the plight of male calves in the dairy industry. The short emotive video will be the firstvegan YouTube advert shown in the UK… Lastly, throughout October Viva! will host a number of educational street action events across the UK to encourage the public to choose plant-based products’. SOURCE…

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