BILLBOARDS TELL CONNECTICUT RESIDENTS TO “BE FAIR, BE VEGAN”
On July 31st, Connecticut commuters will encounter billboards challenging them to reexamine their usual way of life. Set to run from July 31st to October 31st, 2017, 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.”
After a successful run in Hobart, Tasmania, in February of 2017, Be Fair Be Vegan is returning to the United States with static and digital billboards placed in prime locations along I-95 in Fairfield County, Connecticut.
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.