PETA have taken over an entire London tube station with posters encouraging Londoners to go vegan in January as part of an ambitious new out of home advertising campaign that takes more than a few pointers from the more prevalent “Dry January” push. The animal rights group has taken up valuable advertising space on every door, poster and turnstile in Clapham Common tube station this week 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 first appeared on New Year's Day and show simple, understandably adorable pictures of pigs, cows and chickens alongside the slogan: “I'm ME, Not MEAT. See the Individual – Go Vegan.” The photos themselves are surprisingly tame, but as Peta has been accused of being a little vigilant in the past, perhaps that might work in their favour.
The group has described the takeover as the “UK's first vegan Tube station takeover,” with Peta Director, Elisa Allen, further explaining: “Cows, chickens, and pigs are no different from human beings when it comes to feeling pain and fear and valuing their lives. Peta is encouraging people everywhere to show compassion to animals by skipping meat-based meals and choosing humane and healthy vegan fare instead.”
The story brings to mind a similar takeover of the very same tube station, which occurred late last summer, when the self-proclaimed “Citizen Advertising Takeover Services” used a crowd-funding campaign to raise the necessary cash to have the popular station overrun with pictures of cats. The campaign (below) aimed to bring to attention to amount of cats currently housed at Battersea Dogs and Cats Home who were in need of loving homes. The campaign took place last September, so we can only hope that by now many of the cats featured have found their forever homes!
