Animal-rights charity Animal Equality has 'hit back' at Februdairy, a month-long pro-dairy initiative, with its latest billboard campaign.
The organization will launch billboards in ten major UK cities*, expecting the anti-dairy message to reach more than ten million people throughout February.
Crowdfunding for the campaign was supported by Downton Abbey star and vegan advocate Peter Egan.
In a statement sent to Plant Based News, Abigail Penny, Acting Executive Director of Animal Equality said: "Unsuspecting consumers across Britain will be horrified to discover the secrets that this industry keeps from us. It's outrageous that 95,000 defenseless male calves are killed in the UK each year simply because they don’t produce milk.
"And it's heartbreaking that cows and their babies are being forcibly separated all so we can stock up our supermarket shelves. Animal Equality's ad campaign will shine a light on the true cost of dairy.
"Free-range, grass-fed, organic or otherwise, these practices are part and parcel of every dairy process. With so many cruelty-free and environmentally sustainable alternatives at our fingertips it's never been easier to drop dairy from our diets."
*The billboards will appear in London, Glasgow, Cardiff, Belfast, Oxford, Leeds, Manchester, Southampton, Nottingham, and Birmingham