For those who believe in justice for the largest, and most oppressed, group on earth — nonhuman animals — BFBV is a high-profile advertising campaign that presents to the consuming public the end of all animal use as the prerequisite for a fair and just society. Unlike many animal advocacy campaigns, BFBV’s central message is that veganism is a matter of fundamental justice, not a matter of kindness, convenience, or personal choice.
Toronto is now poised to become the eighth city to host BeFairBeVegan’s provocative billboards, challenging both residents and summer visitors to consider the consequences of using products that involve animal exploitation.
Combining stark, beautiful, black and white photographs with thought-provoking observations of animals' inner lives and experiences, BeFairBeVegan’s displays introduce viewers to the faces and feelings of the animals we use for food, clothing, research and entertainment, inviting passers-by of all stripes 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.
Now, with your help, we can bring BeFairBeVegan to Toronto!
With 2019 being hailed as “the year of the vegan,” this is the perfect time to bring BeFairBeVegan’s powerful vegan message to Canada’s most populous city. We are exploring different advertising formats ranging from station dominations to subway and bus wraps, and we are excited to announce that new BeFairBeVegan themes will be introduced in Toronto that we look forward to unveiling when we launch.
As always, the impact of this chapter of the campaign depends directly on the amount we can raise! Your contribution can help make this possible, and it will be double-matched thanks to a generous donor.
As activists, we often find ourselves questioning where we can best spend our time and resources. Not only is outdoor advertising known to be one of the most cost-effective forms of advertising, but it is the only type of ad that viewers can’t turn off or put down. Vegan advertisements in public spaces have the chance to reach people from all walks of life, including those who might never come across this information otherwise.
BeFairBeVegan’s billboards and posters are not only provocative, emotional, and persuasive, but also fascinating, touching and inspiring. By bringing these displays to Toronto, we have the opportunity to share with people walking our city streets the primary message of BeFairBeVegan: that veganism is not a matter of choice, but of moral obligation, a message that needs to be heard more than ever.