On 1 October our new campaign, TRASH, launched to raise awareness of the forgotten victims of the dairy industry – male calves!

The Dairy Industry's... TRASH

Each dairy cow gives birth to a calf every year in order to produce milk. All calves, in whatever system, are taken from their mothers within days of being born. Mothers grieve and bewildered female calves are placed in solitary hutches - lonely, isolated and devoid of all contact and  nurturing - and will remain there for up to two months before joining a nursery of other young calves. Male calves will be shot in the head as TRASH or sold for veal production at home or abroad. Some may be kept for low grade beef. The trauma for both mother and calf is acute.

You can frequently hear the pitiful bleating of baby calves responding to the bellows of their distraught mothers, who may be only a few metres away - but they will never meet again. The wonder of birth has been jettisoned for commercial imperatives - humans must have all the milk available. 

(artwork below courtesy of Naomi Joy)

Billboards — Birmingham

In October 2018 our new campaign, TRASH, launched with two giant vegan billboards to raise awareness of the dairy industry's forgotten victims – male calves!

The emotional billboards featured young calves alongside the text “95,000* male calves shot in a year – the dairy industry’s trash”. Standing at a giant 7.5m high the billboards targeted commuters travelling both northbound and southbound on the M5 near Birmingham. Over the two week period the billboards reached an estimated 1.6 million people.



*latest figures 2015, published 2018

Billboard — London

After two weeks in Birmingham one of the TRASH billboards moved to London, reaching a further 7.1 million more people during its two week stay.

The billboard, like the M5 displays, was a whopping 7.5m high and seen by people visiting local tourist attractions such as Westfield London, the largest shopping centre in Europe, or driving towards the London Borough of Ealing.

UK's First Vegan YouTube Ads

In addition to the billboards (see above), we also commissioned YouTube adverts highlighting the plight of male calves in the dairy industry. The short emotive video is the first vegan YouTube advert shown in the UK.

The average view-through-rate (VTR) of YouTube advertisements, the percentage of people who watch the ad all the way through, is around 15 per cent. Over the course of seven weeks in October and November 2018 the video averaged a 28 per cent VTR - almost double its expectation!

Following the phenomenal success of our first round of YouTube ads we ran the ad again throughout February 2019 and May 2019 (as part of our MooFree May initiative) to reach an even bigger audience. 

For its second and third airings, the advert’s VTR peaked at 45.89 per cent and averaged around 35 per cent across the two months! Viewed over 450,000 times on YouTube and a further 105,000 on Facebook we’re incredibly proud of how well it’s done.

The highest known age demographic viewing the ad was 18-24 year olds, followed by 25-34 due to the use of pop culture keywords targeting younger audiences. The advert featured most often in front of searches for Ariana Grande, Family Fizz and Lucas and Marcus.

Street Action Events

And lastly, throughout October 2018 we hosted a number of educational Street Action Events across the UK to encourage the public to choose plant-based products. Events took place in eight cities from Glasgow to London and featured an 8-foot-tall inflatable milk carton. The Street Action Events collaborated with local vegan groups to inspire positive discussions about veganism and dairy alternatives.

Have a read about the success of our London action and watch the video below to see what we got up to.

Order Your TRASH Outreach Materials

If you want to get active for Viva!'s year-long Scary Dairy campaign, door drop our brand new leaflets and display our posters to help raise awareness in your town.

These great little leaflets showcase what really happens on dairy farms and give practical advice on how to ditch dairy for good! Please, if you can spend an hour (or more!), order a pack now!

Order some posters which come in two designs to display in windows, local shops or for use during our Street Action events.

Help keep our ads running!

Going Dairy-Free

The best thing to do in order to stop supporting the cruel dairy industry is to try dairy-free! It's easy, healthy and tasty. You can still have chocolate, cake, yogurt, cream, milk and cheese alternatives!

Get all the practical help you need from our Going Dairy-Free section and order your Everyone's Going Dairy-Free guide!

Related Resources

The Dark Side of Dairy — Report

The Dark Side of Dairy — Report

This report lifts the lid on modern dairy farming, shattering its benign image and exposing the suffering inflicted on millions of cows and their calves every year. 

The Kids Are Not Alright — Report

The Kids Are Not Alright — Report

Think that goats' milk is the healthier and kinder alternative to cows' milk? Think again. Viva!'s fully referenced report blows the lid of this rapidly intensifying industry. 

Everyone's Going Dairy-Free — Guide

Everyone's Going Dairy-Free — Guide

All you need to know about going dairy-free, including how to shop and cook!

 Going Dairy-Free Super Pack

Going Dairy-Free Super Pack

Going dairy-free has never been so easy! This colourful pack is bursting with juicy information, tips and recipes and will help you ditch dairy for good.

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