Published On: Mon, Oct 1st, 2018

Vegan billboard targeting commuters appears on UK’s busiest motorway

Eye-catching anti-dairy billboards have appeared on one of the busiest stretches of motorway in the UK which aim to reach over 1.6million people over the course of the campaign. 

vegan advert on motorway

Many people are unaware that approximately 95,000 male calves are killed every year, as a useless by-product of the dairy industry, simply because these baby boys can’t give milk they are treated as trash and disposed of just after birth.

As part of a hard-hitting new campaign, Trash, the Bristol-based animal welfare charity wants to ‘raise awareness of the forgotten victims of the dairy industry – male calves’.

That’s why as part of Viva!’s Scary Dairy campaign, they’re focusing on “the dairy industry’s TRASH”, the male calves, throughout October.

In order to reach as wide an audience as possible with the message, the charity has erected eye-catching anti-dairy billboards on one of the busiest stretches of motorway in the UK to target commuters travelling both northbound and southbound on the M5 near Birmingham.

vegan advert on motorway

The 7.5 metre high billboards, which are expected to reach an estimated 1.6 million people over the two week period they will appear on the motorway, feature the image of a young calf alongside the message: “95,000 male calves shot in a year – the dairy industry’s trash.”

As well as sharing the vegan message via billboard posters, Viva! has also created YouTube adverts (directed by vegan media outlet Plant Based News) and will be holding street actions throughout October.

The street action events are set to take place across eight UK cities from Glasgow to London and will feature an eight-foot-tall inflatable milk carton in a bid to attract passers-by into discussions about the problems surrounding the dairy industry, with the hope that it will spur them to opt for plant-based alternatives to dairy products.

The street action events will take place in the following locations this October:

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