professorkamrankhan@gmail.com 
In February, we launched our BIGGEST farming campaign ever. Focusing on the dairy industry, our campaign comprised of nationwide billboards, street outreach and – best of all – the UK’s FIRST anti-dairy advert on primetime television.
We’re now excited to reveal that our TV advert will be heading into cinemas THIS WEEK! Read on for more information…
Creating the UK’s first anti-dairy TV advert
Our campaign kicked off with an exciting chapter in Animal Aid history: our first ever TV advert! Launching on Channel 4, More 4 and thousands of Sky channels from 12 February, our advert will run for a total of four weeks and reach nearly fifteen million viewers across the UK.
The feedback we’ve received has been incredible, with so many people affected by what they’ve seen and now choosing to go vegan.
But that’s not all…
Following the success of our TV advert, we unveiled nationwide billboard artwork which tackles the routine killing of dairy cows and male calves. This was an important angle for us to address because many people still think more favourably about dairy products because cows don’t die to produce the milk – they do, however, suffer in myriad other ways before being slaughtered once no longer economically ‘viable’. This artwork was shared on major London sites and is still on display across the UK.
Here’s what else we’ve been up to:
What’s next for our new farming campaign?
UK milk consumption might be declining, but the dairy industry is doubling down on its attempts to convince consumers that dairy production is kind to cows and necessary to our health. We need to work even harder to ensure the truth is out there, empowering people to choose compassion instead.
That’s why we’re so excited to share that our TV advert is heading into cinemas this week! Starting with Showcase, Everyman, Curzon and independent cinemas (with more to follow!) our advert will be viewed by more than a million cinemagoers.
This exciting next phase has been a long time coming with plans in the works since summer 2024! It’s undoubtedly worth the wait with cinemas offering a captive audience free from the distractions of smart phones and everyday life. Our advert’s striking monochrome visuals and silent audio were originally designed to stand out against the bright colours and chaos of other adverts, ensuring our ‘Choose Compassion, Choose Vegan’ message is front and centre.
