Why vegan? You already know the answer. You may not know all the facts of animal exploitation, but you do know that animals must suffer and die in order to become the products you choose to consume. You may not know all the sobering facts of animal agriculture's impact on the  environment, world hunger and human health, but you do know that human actions are destroying the planet, that many of its inhabitants are starving, and that there is a direct link between diet and health. You may not know all the practical details of living vegan, but you do know, and already live by, the fundamental truth that causing harm for pleasure is not a "personal choice" but an abhorrent abuse of power, and that refusing to impose misery and death for a taste, a trinket, a thrill, is not a sacrifice, but the most basic act of human decency. Please take a moment to learn who is spared when we live vegan, and who suffers when we choose not to. Familiarize yourself with the many, and serious, reasons for becoming vegan but remember that you already hold the key and the answer: your conscience. Act on it.




To the industry, they are known as production units. To the consumer, they are known as dairy, eggs, meat, wool, leather, test subjects, exhibits. To each other, they are known as mother, son, sister, friend. To themselves, they are simply what you and I are to ourselves: a self-aware, self-contained world of subjective experiences, feelings, fears, memories. Someone with the absolute certainty that his or her life is worth living.

Learn more









All animal agriculture, from backyard farms to factory farms, is predicated on inflicting great physical and psychological pain on its victims before subjecting them to a violent, and untimely death.

Learn more

The notion that we are entitled to decide which lives matter and which lives are disposable is at the root of all oppression in the world. What separates us from other animals is as superficial as our physical appearance. What connects us, what makes us equal, is as profound as the core reality of our shared sentience.

Learn more


BeFairBeVegan is an animal justice campaign run by the Colorado-based non-profit Be Fair Be Vegan. The first high-profile vegan campaign in the US to present the end of all animal use as a prerequisite for a fair and just society, it was launched in New York City in August of 2016. Created and designed by Joanna Lucas, it is managed by a collective of vegan activists. All content subject to copyright.