Vegan campaign charity, Viva! has launched a call for the end of speciesism with a new creative by McCann Birmingham and supported by UM Birmingham.
Launching on World Day for the End of Speciesism (27th August), the striking creative replicates real photos of hunters – but instead of rhinos, zebras and lions, they stand proudly next to cows, pigs and sheep. The work challenges people to reconsider their perception of speciesism and go vegan.
UM Birmingham worked with Rapport to provide media services including OOH. The work will also run across social.
Juliet Gellatley, Founder & Director of Viva! Said: “We believe the suffering of animals for food is no more justifiable than hunting for sport. This campaign shines a light on the connection between animal cruelty and what people are putting on their plates. Going vegan is the only way to show compassion to all animals.”
