The campaign to expose the harmful, violent, and destructive reality of the animal agriculture industry.
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Animal (De)Liberation: Should the Consumption of Animal Products Be Banned?

JAN DECKERS: In this book, Jan Deckers addresses the most crucial question that people must deliberate in relation to how we should treat other animals: whether we should eat animal products. Many people object to the consumption of animal products from the conviction that it inflicts pain, suffering, and death upon animals. This book argues that a convincing ethical theory cannot be based on these important concerns: rather, it must focus on our interest in human health. Tending to this interest demands not only that we extend speciesism—the attribution of special significance to members…

The Voices Behind the Chalk: The Vegan activists fighting for animal liberation

CHARIS FUNG: “For you, it’s a meal. For them, it's their life.” This is one of the many slogans tourists and locals encountered beneath their feet outside Canterbury West Station on the sunny Saturday morning of September 2, 2023. Though a select few hurriedly strolled past without taking much notice, many passersby were surprised to see a large section of the previously unremarkable pavement bursting with colour from vegan messages and designs in chalk. “Pretty much everyone walking past is reading the messages on the ground,” said Alex, one of the activists involved in the chalking, “It's…

What If Veganism Is Not a Choice: The Moral Psychology of Possibilities in Animal Ethics

SILVIA PANIZZA: Discussion about the ethics of buying and consuming animal products normally assume that there are two choices equally available to moral agents: to engage or not to engage in such behaviour... In some cases, the experience of those who refuse to participate in animal exploitation is not a choice, but a reconfiguration of their understanding of what animals, and the products made out of them, are. Such reconfiguration involves not seeing animals as something to eat, wear, control, etc. Hence, it is not always correct to speak of veganism as a choice: the reason being that,…

STUDY: What if we replaced half of meat and milk consumption with plant-based alternatives?

EMMA BRYCE: Untangling the worst impacts of livestock on our planet won’t require us to completely reject meat and dairy: in fact, replacing 50% of these products with novel plant-based substitutes in our global diet would chop agricultural and land-use emissions by 31% in just 30 years. More intriguingly, that figure could be doubled if the land released by livestock was devoted to reforestation. There’s lots of talk about how transitioning to novel plant based foods like meatless burgers and soy sausages can revolutionize our food system. But until this study there hasn’t been a global…

‘The Thoughtful Pig’: A global campaign challenging factory farming practices

WORLD ANIMAL PROTECTION: 'The Thoughtful Pig', a groundbreaking global campaign in partnership with World Animal Protection and All Mighty Pictures, is a new initiative that aims to raise awareness about the devastating impacts of factory farming on animals and the environment. Jorge Montiel, animation director at The Mill (a British VFX production company and creative studio headquartered in London, England)... has been instrumental in bringing the campaign's visual elements to life. "At the heart of this campaign lies our protagonist, a photorealistic CGI pig asking the question that tugs…

HIDDEN IN SILENCE: After 200 years of animal ‘welfare’, cruelty is a massive and growing problem

UNIVERSITY OF YORK: Dr. Helen Cowie from the University of York's Department of History is investigating human-animal relationships throughout history. Dr. Cowie's research, published in a book, "Animals in World History," which is due out next year, shows that instead of steady progress to eliminate animal cruelty, the priorities of animal welfare organizations have instead evolved to tackle new and emerging problems that reflect the changing attitudes of humans towards animals. Dr. Cowie highlights, for example, that in the 1820s the emphasis was on the elimination of blood sports such as…

‘Killer Yoghurts’: Controversial ad campaign in which you learn just how cruel the dairy industry truly is

VIVA: A vegan advert that was banned over fears it would cause “unnecessary stress” is now being seen by people all over the world due to extensive media coverage... The parody ad comes from UK-based animal advocacy organization Viva!. Dubbed New From Killer Yoghurts, the advert depicts a woman eating fake offal and blood from a corner-style yogurt packet... The advert launches alongside Viva's newest campaign Müller Killer in which you learn just how cruel and heart breaking the dairy industry truly is... Viva! is exposing the barbaric practice of zero grazing — life imprisonment for dairy…

MEAT MARX: The base, superstructure and cultivated meat

JON HOCHSCHARTNER: For those who don’t know, cultivated meat is grown from animal cells, without slaughter. The technology faces a number of hurdles. Perhaps the most significant of these is achieving price parity with slaughtered options. This is crucial for widespread adoption, which could save countless creatures. Within Marxism, 'base' refers to the productive forces of society, like tools, materials and factories. Superstructure refers to a society’s ideological system, such as laws, religion and art. Marxists generally believe base influences superstructure to a far greater degree…

‘Every 30 Minutes’: New veganism billboard ad campaign makes some people angry for the wrong reasons

GEN V: Do you know how many animals are killed by the meat, egg, and dairy industries every year, every month, every day? The truth is way more shocking than any of us can conceive… An estimated 70 billion land animals and 1-3 trillion sea animals are slaughtered for our consumption every year. That equates to around 60 million animals every 30 minutes, which is the number of lives that were lost during World War II – the largest and deadliest conflict in human history. What’s perhaps even more shocking is that most of these animals have their lives taken away unnecessarily. We…

REPORT: Chewing It Over: Public attitudes to alternative proteins and meat reduction in the UK

SOCIAL MARKET FOUNDATION: Whereas vegetarianism and veganism were once relatively fringe, interest in reducing meat consumption – whether on animal welfare, health or environmental grounds – is on the rise. This report, the second of three in a series on the impact of alternative proteins on animals, investigates public attitudes towards meat reduction and the role of alternative proteins in these societal shifts.
SUMMARY: Although policymakers are reluctant to engage with the idea of meat reduction for fear of sparking a political backlash, the public are much more

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