The second half of Eden’s Vegan Public Adverting campaign rolls out this week. This campaign is focused on three issues:
1) dairy
2) eggs
3) sentience & abolition.
This campaign aims to give a voice to the animals. The featured animals are presented in a way that allows their eyes to meet the eyes of the viewer. They tell the world what happens to them when we use them. They ask us to stop exploiting them and to go vegan.
The campaign has overcome the problem of censorship by careful redesign of the headlines. They ads attempt to trigger the innate empathy of the viewer, asking them to identify with the suffering and exploitation of the animals they use. They prompt the viewer to ask questions and reconnect with the sentient beings who are used so unthinkingly in our non-vegan world.
Universities & Colleges
The campaign begins by targeting 177,300 students in Dublin, Kildare, Galway, Limerick, Cork and Athlone. I am hopeful that this cohort of the Irish population will be open to the philosophy of veganism and animal rights. This group has the advantage of the energy and enthusiasm of youth, in addition to the milieu of an educational environment that supports critical thinking skills and passion to change the world for the better.
Bus Shelters
The campaign will also have a street presence on bus shelters in Dublin, Meath, Louth, Cork, Limerick, Galway and Waterford.
The ads are again supported by the offer of a Free Vegan Kit which can be obtained by free text, and by the govegan.ie website which provides comprehensive and practical information for those who are new to veganism and animal rights.
Billboards
The campaign will also appear on billboards in Dublin, Meath, Limerick, Waterford, Wexford, Kilkenny, Shannon Airport, Cork and Galway.
Acknowledgements
As the campaign gains strength in the next few weeks, it is good to acknowledge the vital role played by the animals who feature in these ads, and the residents at Eden, including those who are no longer with us, who inspire all my work.
I wish to express my deepest gratitude to the people who funded the campaign, to those who have donated since its onset, and to those who supported me with friendship and encouragement throughout the last few weeks.
I especially want to acknowledge the passion, expertise and very hard work that Joanna Lucas (Peaceful Prairie) contributed as Campaign Designer.
Joanna is not only responsible for two of the campaign ads (You Can’t Buy Back A Life and Milk: A Mother’s Worst Grief); she brought my ideas from the level of an amateur to the exquisite artistic execution visible in this campaign. That execution created ads that allow the featured animals to crack open the darkness of their world that has been hidden for too long. The ads shine light on something that is rotten and wrong to its core, and direct people into the brighter path of veganism.
May they open hearts and minds to a vegan world.
