BE FAIR, BE VEGAN RETURNS TO FAIRFIELD COUNTY, CT
On August 1st, Connecticut commuters will once again encounter billboards challenging them to reexamine their usual way of life. Set to run from August 1st to October 31st, 2018, the billboards combine stark, beautiful, black and white photographs with thought-provoking observations of fellow animals' personalities, inner lives, and experiences.
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.
In August of 2016, Be Fair Be Vegan created a splash in the animal advocacy world, by releasing a powerful series of uncompromisingly vegan displays throughout New York City, including a stunning moving billboard in the middle of Times Square, one of the highest profile locations in the world.
These provocative images caused the campaign’s Facebook page to grow from zero to 10,000 in under four weeks, and to triple in the months since, as well as eliciting responses from celebrities such as actor and Academy Award nominee Joaquin Phoenix, who was quoted in AlterNet as saying the following:
“I believe that the BeFairBeVegan campaign is much-needed because, in addressing our speciesist attitudes toward other animals, it encourages us to consider that our core similarities are far deeper than our surface differences. Now, more than ever, the world needs to hear this message.”
Since its launch in 2016, the campaign has gone live in Tasmania, Cleveland, and most recently Melbourne Australia, where the ads appeared on national TV after they were refused by the government-owned Yarra Trams, sparking a debate around the subject of censorship. This summer, BeFairBeVegan goes live in Seattle at the same time as returning to Connecticut, and launching for the first time in St John’s, Newfoundland.
The displays are intended to introduce viewers to the faces and feelings of the animals we use, while inviting people to consider the circumstances of the victims of the animal industry, and see them for who they really are: not disposable resources to be used as commodities, but sentient beings who value their lives, individuals with faces, families and feelings, all of whom, whether in the dairy, egg, meat, or wool industries, and whether factory farmed, free-range, cage-free, or organic, end their lives in panic and terror as a result of our hardhearted attitudes toward them.
Times Square, in the middle of New York City, is known by many as The Center of the Universe, or the Crossroads of the World. As the hub of the Broadway Theater District and a major center of the world's entertainment industry, Times Square is one of the world's busiest pedestrian intersections and a more highly visited tourist attraction than almost anywhere in the world. Approximately 330,000 people pass through daily. The Javits Center occupies six full city blocks, and hosts 150 trade shows and special events per year, with its billboards reaching over 50,000 visitors every week.
During the month of August, these two powerful locations will become a stage upon which we hope to expose the most urgent social justice issue of our time: the recognition of the most basic rights of all animals.
All over the world, animals are imprisoned, enslaved, tortured and violently killed, and all over the world, people who are otherwise kind, gentle and caring, continue to ignore this unspeakable suffering. And yet we wonder why the human race is plagued by violence on a world-wide scale. We go about our business, acting as though this state of violence does not indicate something terribly disturbing about our psychological state, individually and as a whole. Our lack of concern for innocent beings has caused us to de-sensitize ourselves to suffering, which in turn enables us to inflict pain on each other.
The vegan ideal is at the core of the shift from predation to protection and from prejudice to justice. It contains within it the power to solve even the most overwhelming problems we are facing, on every level, from personal to planetary.