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Be Fair Be Vegan: A High-Profile Billboard Campaign In Times Square & Javits Center, NYC

Be Fair Be Vegan: A High-Profile Billboard Campaign In Times Square & Javits Center, NYC

| by Trish Roberts | Posted in Vlog

New York City has recently become the scene of the most significant animal justice campaign to date—Be Fair Be Vegan. The campaign launched August 8th and will continue through September 4th 2016. Those walking through Times Square in NYC during this last week have seen Be Fair Be Vegan’s digital moving billboards soaring over Manhattan at the most heavily trafficked intersection in the world—Times Square—which attracts three million passers-by each week, and over the massive Javits Centre near the Hudson River.



The campaign features poignant images of domesticated animals along with simple yet powerful messages about what they experience. The words “Their First and Last Day Together” hang sorrowfully above a striking image of a mother and her newborn calf, while another baby gazes candidly out at the viewer underneath the direct and moving explanation, “Killed For His Mother’s Milk.”



The campaign imagery and messages are meant to bring awareness to the forgotten individuals who are seen by us as objects to use, consume and discard. Along with the two moving billboards, there are over 200 posters up in high traffic areas around New York City. The response to the billboards and posters has been overwhelming with people from all walks of life, enthusiastic and emotional in their comments as they share photos and videos of the billboards throughout social media.


“The overwhelming response to the Be Fair Be Vegan posters and billboards confirms that a profound, and long overdue, shift in consciousness is finally beginning to happen. Our species privilege gives us only one right: the right to help and protect our fellow animals, not to use them for our own gain. In understanding this, more and more people are also realizing that ending their demand for the products of animal misery is not a choice, but the most basic act of human decency.”, said Joanna Lucas, Campaign Creator and Designer.



Many have written that they were moved to tears by the images, unexpected in the midst of a barrage of advertising mostly relating to corporate interests and entertainment. Videos, pictures and messages can be found on the Be Fair Be Vegan Facebook page, while the details and background material for the campaign are on


“We're hoping that this campaign will be a significant turning point in the movement to end the atrocity of animal slavery, as such an intolerable industry cannot stand up to widespread public scrutiny and survive. Making people aware of the abhorrent evil inherent in all forms of the animal use, is what will cause the tide to turn. We believe that the day is approaching when our fellow animals will finally be granted the rights they have always deserved: to be their own masters, and slaves to no one.”, said Angel Flinn, Media Spokesperson for Be Fair Be Vegan.


During the month of August, the spectacular display in Times Square will rotate three different presentations: 'Like Us', 'Which One?', and 'Different but Equal', each comprised of 14 - 20 panels set on a 2 minute loop.


In a series of stark, beautiful, black and white photographs, ’Like Us’ and ‘Different but Equal’ offer a compelling reminder that our most fundamental human experiences — love, devotion, loss, wonder, hurt, hope — are not only not uniquely human, but are shared by the very animals whose lives and families we obliterate for a taste, a trinket, a thrill.



In asking the viewer to choose which of the animals portrayed in each slide should die for our non-vegan choices, 'Which One?' not only connects the sanitised products we consume with the individuals who are forced to suffer and die to become those products, but also places the responsibility for our victims' plight where it belongs: with the consumer, not the producer.


Animal slavery is the most widespread and socially accepted injustice of all time. Not only is the animal industry holding hostage the natural world and its inhabitants, as well as sabotaging the health of our society and environment, its practices are a violation of the most basic rights of the individuals it enslaves.


These billions upon billions of sentient beings are considered, by today’s ‘civilized’ society, to be nothing more than chattel property, and their “owners” are legally entitled to subject them to many forms of barbaric cruelty in the name of profit, convenience or pleasure. As consumers, we have the power to take back control, and demand an end to the use of animals as commodities and resources. When we advocate for the widespread adoption of vegan values, we speak for the entire population of humanity’s victims – from wild animals who are hunted and exterminated to make way for the ravages of human excess, to domesticated animals who are bred and confined (whether in crates or pastures), and ultimately killed so that people can make use of the products of their misery.


The pandemic of violence in the world calls to us to re-evaluate our relationship with non-human animals – who are victims of the most extreme forms of our collective violence – and to recognise that they are no more meant to be our possessions than are people with different coloured skin, women, children, or any other sentient beings. They too, are individuals who value their lives, feel pain, fear death, and have a right to live free from oppression.


With this campaign, those involved hope to bring people face-to-face with the ethical realities of animal exploitation in a way that will make them both remember, and question, and ultimately recognise the moral equality of all animals, human and non-human.


Trisha Y. Roberts, Social Media Coordinator for Be Fair Be Vegan
(Portions of this also appear in our BFBV media advisory)


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