SILENT BUT DEADLY
New advertising campaign launched by The Vegetarian Society

Facing the facts head (or rather rear-end) on, The Vegetarian Society has launched a series of advertisements highlighting the shocking statistic that damaging gaseous emissions from farmed animals exceed those of the world’s entire transport system.

The message is simple: farmed animals produce more greenhouse gas emissions (18%) than the world’s entire transport system (13.5%). This stark statistic appears below the image of cow: its rear facing the viewer, meanwhile its head turns back to stare at us. The advert continues with ‘it makes you think doesn’t it’, while the call to action encourages readers to find out more, by getting copies of the new report from The Vegetarian Society - Why it’s green to be vegetarian. The advert ends with the line ‘it’s not just a lot of hot air’.

Created by Fathom Creative Ltd for The Vegetarian Society the ‘Silent but Deadly’ adverts will be placed in environmental and ethical magazines over the coming months.

Liz O’Neill Head of Communications at The Vegetarian Society said, “Silent but Deadly is about getting the reader’s attention, making them think, and hopefully want to find out more about the connection between diet and climate change.”

A version of the ads will also appear on postcards which will be used as an outreach tool. The Vegetarian Society is an educational charity formed in 1847.

NOTES TO EDITORS

• For more information please contact Su in the Press Office on 0161 925 2012 or email su@vegsoc.org

• Outside office hours The Vegetarian Society Press Office can be contacted on 07973 108 165/ 7. Alternatively visit the website for lots more information at www.vegsoc.org

• This press release is available via e-mail, as are jpegs of advert please contact Su.