Hearts and Minds: The “Be Veg” Ad Campaign Returns to Toronto

In 2009, subway passengers from across Toronto were greeted with a provocative ad campaign that challenged them with a simple question: Why Love One But Eat The Other? The ads were put together and distributed by a dedicated Toronto team with the help of Mercy For Animals, and offered viewers information about factory farming in Canada, as well as some ethological facts about the chickens, pigs and cows that end up on their plate every day as food. This year, the ad campaign returns with the same dedicated team of volunteers making it happen, but a far expanded reach. Launched on October 11th, the campaign will see 1,000 ads across the Toronto subway system, sure to generate discussion and debate among the riders. Join us as we speak with Lisa Kramer and Kimberly Carroll, the minds behind the campaign as they discuss their motivation, their process, and even show some of the ads to a small early audience of subway riders.  The campaign will continue until the end of December.

Listen right now:

or download an mp3 of the show.

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