NEW YORK, Aug. 11, 2016 /PRNewswire/ -- Rising above 1500 Times Square and the Jacob Javits Center stands the most ambitious social justice campaign ever to be launched in New York — "Be Fair Be Vegan." The powerful imagery and messaging introduces viewers to the sentience of animals by using evocative close-up images and messages demonstrating that other animals experience emotions just like humans do.
For four weeks, these provocative slideshows will be displayed in two of the highest profile billboard locations in the country and will be accompanied by a series of 200 street posters throughout Manhattan. The campaign invites passers-by to consider the circumstances of the victims of the animal production industry while seeing them for who they are: feeling, caring beings who value their lives and their families.
The campaign is the brainchild of Joanna Lucas, a writer, visual artist and animal rights activist. Joanna created vegan outreach materials and campaigns for Peaceful Prairie Sanctuary where she studied and chronicled the rich lives of animals who are commonly dismissed as food or objects of use. "We want people to consider their obligations to these often invisible animals, consider that they are sentient beings with complex relationships and lives of their own," states Joanna.
Angel Flinn, Outreach Coordinator for the educational organization Gentle World, and a media spokesperson for Be Fair Be Vegan states, "animal slavery is the most widespread and socially accepted injustice of all time. Many people are becoming aware that the animal industry is destroying much of the natural world, as well as harming human health. But the more salient issue is that the very existence of this industry is a violation of the most basic rights of those it enslaves." Angel has been an animal rights activist and writer for 10 years, advocating for widespread veganism as the only way to achieve justice for non-human animals.
According to James Kushner, a professor of environmental law at Golden Gate University in San Francisco, "the significant increase in affluent world population creates an unsustainable demand for animal farming that is destroying the world's rain forests and requiring an unattainable and unnecessary need for crop farming while current farming could be more efficiently targeted at feeding the hungry."
New York City is the first stop for this campaign, chosen because of the high impact, sheer volume of foot traffic and the diverse cross section of humanity that travel the city streets. The movement has enlisted passionate volunteers and organizers and the vegan marketing and PR agency, Scout 22. "Our goal is to spread this campaign to other cities," states Lori Amos of Scout 22 PR. "Launching this movement in NYC was strategic. What could create more of a buzz than to be front and center at the Crossroads of the World—Times Square?"
2016 has been heralded as the year of the vegan. 2016 has also been marked as the year of equality. Be Fair Be Vegan believes the overwhelming violence in the world is a sign that we need to examine the root causes of our problems, including the disturbing nature of our relationship with nonhuman animals and to recognize that they are no more meant to be our possessions than are people with different colored skin, women, children, or any other living beings.
The campaign management hopes that consumers will take back control and demand an end to the use of animals as commodities and resources. The victims we are advocating for include the wild animals who are hunted and exterminated by this reckless, destructive industry, as well as the domesticated animals bred into existence for our use, confined (whether in crates or pastures), and ultimately killed so that people can make use of the products of their misery.
About Be Fair Be Vegan
Based in Colorado, Be Fair Be Vegan is a non-profit on the cutting edge of social justice for animals. Visit befairbevegan.com for more information.
Scout 22 Marketing & PR
(818) 216-9122 [email protected]
SOURCE Be Fair Be Vegan