A new vegan billboard has been erected in front of a McDonald’s restaurant in Northeast England depicting a hand reaching out to pet a smiling piglet and the slogan, “They trust us. We betray them.” In addition to this billboard, the “They Trust Us” series includes images of chickens, rats, and cows, all including the same slogan. The powerful imagery is part of a larger strategic campaign launched July 4 by Go Vegan World that includes 320 advertisements, 28 bus signs, and 65 billboards across the United Kingdom placed near establishments that sell animal products. Several other ads display similar messages, including a photograph of a cow and calf with the statement, “Dairy takes babies from their mothers” and a photo of a chicken with the words “Humane eggs are a myth—don’t buy it.” In conjunction to the ads, Go Vegan World campaign manager Sandra Higgins is lecturing across the UK in order to bring awareness to the topic of animal exploitation. Similarly, animal-rights group Pig Freud posted educational posters with vegan messages on streets, buses, and buildings earlier this year in Bristol, England.