One of the three ads features an inquisitive puppy and a cheerful piglet side-by-side and asks, "Why love one but eat the other?" The other two ads feature a fluffy kitten and an equally fluffy baby chick, and an alert Labrador Retriever beside a curious cow. In each case, these heart-warming images are juxtaposed with graphic photographs of the horrific conditions on factory farms where animals are crammed by the thousands into filthy windowless sheds, battery cages, gestation crates, and other cruel confinement systems.
Farmed animals are no less intelligent or capable of feeling pain than the dogs and cats we cherish as companions. Yet cruelty, such as intense confinement, staggering neglect, mutilation, genetic manipulation, transport through all weather extremes, and gruesome and violent slaughter, is commonplace in Canadian agribusiness.
As part of the campaign launch, MFA has created ChooseVeg.ca, which features information, photos, and video footage of conditions inside Canadian factory farms. Visitors can also download a Vegetarian Starter Kit and browse hundreds of vegan recipes and cooking videos.