Be Fair Be Vegan - Toronto
From All-Creatures.org Animal Rights/Vegan Activist Strategies Articles Archive
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Be Fair Be Vegan
October 2019
On September 2nd, 2019, BeFairBeVegan rolled out an 8-week advocacy campaign in Toronto. The media takeover will run through October 27th and focus on three transit stops: St. George Station, and the interiors of the Yonge Eglington Centre and the Yonge Sheppard Centre.
On September 2nd, 2019, BeFairBeVegan rolled out an 8-week advocacy
campaign in Toronto. The media takeover will run through October 27th and
focus on three transit stops: St. George Station, and the interiors of the
Yonge Eglington Centre and the Yonge Sheppard Centre.
The BeFairBeVegan message will be broadcast across a broad range of media,
including Flexity streetcar wraps, 20 bus murals and 10 transit center
posters. Digital and online media images will also play a significant role
in the campaign.
The Toronto campaign follows seven similar media takeovers in major
cities including New York City, Seattle and Melbourne. The Toronto rollout
will run concurrently with a similar campaign in Montréal. The current
campaigns in Montréal and Toronto mark the first appearance of the ads in
metro Canada.
Founded in 2016, BeFairBeVegan’s message focuses on the inner experiences of
the animals we use for food, fabric, research, entertainment, and other
exploitative purposes. The ads remind viewers that our fellow animals are
much more similar to us than we usually acknowledge, and that it is the
consumer choices of each individual that keeps these sentient beings in
bondage.
BeFairBeVegan’s provocative messaging has elicited positive responses
from celebrities, including actor and Academy Award nominee Joaquin Phoenix,
who praised the campaign, saying “… BeFairBeVegan encourages us to consider
that our core similarities are far deeper than our surface differences.”
As demonstrated by the ads initially being rejected as too controversial in
Melbourne and St. John’s, Newfoundland, BeFairBeVegan’s messaging is bound
to inspire strong reactions.
If you wish to help with the Be Fair Be Vegan campaign, your contribution will be gratefully received. Thank You!
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