Be Veg Campaign Broadens

New campaign ads in Toronto subways help encourage more people to go veg.


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Organizers behind the “Be Veg” Toronto Subway Ad Campaign report that a series of ads asking viewers, “Why love one but eat the other?” featuring companion animals alongside cows and baby chicks has raised awareness in the area. Lisa Kramer and Kimberly Carroll launched 1,000 ads in the Toronto subway system starting in October and have inspired many area residents to go veg as a result of the campaign. Carroll and Kramer originally conceived of the idea in 2009 and started the campaign on a smaller scale with support from Mercy for Animals, which started a similar campaign in the United States. Presently, Carroll states that other countries such as New Zealand, France, Taiwan, and the UK are considering running the same advertising in transit systems. A companion video to ads has garnered more than 35,000 views since launching in December.