Peta have taken over an entire London Tube station with posters encouraging people to go vegan as part of an ambitious new out of home advertising campaign.
The animal rights group took up advertising space on every door, poster and turnstile in Clapham Common station in an attempt to capitalise on “Veganuary”, a campaign to get people to try cutting out dairy and meat products from their diets in the first month of 2017.
The 60 adverts appeared yesterday (1 January) and show pigs, cows and chickens alongside the slogan: "I'm ME, Not MEAT. See the Individual – Go Vegan.”
Peta has described the takeover as the “UK's first vegan Tube station takeover”.
"Cows, chickens, and pigs are no different from human beings when it comes to feeling pain and fear and valuing their lives,” said Peta Director Elisa Allen. "Peta is encouraging people everywhere to show compassion to animals by skipping meat-based meals and choosing humane and healthy vegan fare instead."
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