'Their life is in your hands'
The campaign, which will feature on buses, roadsides, and a digital billboard in East London, showcases three separate messages: "Why love one but eat the other?" - "Their life is in your hands," - and "Which is more important, taste or life?"
Vegan YouTube Sensation and co-founder of Surge, Ed Winters, commonly known as Earthling Ed, said: "We're so happy to have released our first round of advertising campaigns in London.
"We've been wanting to do this for such a long time, so it feels amazing to be able to get the vegan message out there to the public and ask them the same thought-provoking questions that have already inspired so many people to become vegan.
"The campaign has been partly funded by Unity Diner, the non-profit vegan establishment that we opened at the end of last year, and so we want to thank everyone who has eaten at the diner and contributed towards making these campaigns a reality, as well as everyone else who has supported our work so far."