A giant anti-dairy billboard in London is expected to reach more than 7 million people.
The board, in the Shepherd's Bush area of west London, is part of a vegan campaign by Bristol-based animal welfare charity Viva! called Trash, which wants to 'raise awareness of the forgotten victims of the dairy industry - male calves'.
Thanks to fundraising efforts, the charity has been able to extend the billboard campaign which initially ran in Birmingham for two weeks. In addition to the boards, Viva! has created a YouTube adverts and has held street actions throughout October, with two more still to run.*
The billboard features young calves alongside the text '95,000 male calves shot in a year – the dairy industry’s trash'.
"The dairy industry subjects dairy cows and their calves to a lifetime of misery," Juliet Gellatley, Founder and Director of Viva! said in a statement sent to Plant Based News.
"Thankfully, the public are beginning to open their eyes to the reality of the dairy industry. The purpose of these adverts are to give a voice to the hidden victims of dairy and to further show that humans are not meant to consume cow's milk."
Speaking about the new board in London, Gellatley added: "First it was Birmingham and now it is London to see our TRASH billboard, raising awareness of the dairy industry's forgotten victims - Male calves."
"The emotional billboard has an estimated reach of 7.1 million people.
"We have received so much positive feedback and with your support have been able to expand our billboard advertisement to another city - London."
The charity's YouTube advert created by Plant Based News Co-founder Robbie Lockie
YouTube vegan advert
Viva's YouTube advert - which was directed by Plant Based News Co- founder Robbie Lockie - will be the first vegan YouTube advert shown in the UK.
According to Viva!: "Paid YouTube mobile advertising is 84 percent more likely to receive attention than TV advertising and YouTube vlogging has been credited for bringing veganism into the mainstream. YouTube provides the perfect opportunity to broadcast a vegan message to an audience who are really listening.
"It was an honor to direct this advert for Viva!,"Lockie said. "The footage is heartbreaking - I hope it reaches the largest possible audience and strikes areal chord with as many people as possible."
You can spot the street action events at the following locations
?Find out more about the campaign