What a year! Here at Animal Justice Project, 2018 and 2019 have been the years that our vegan campaigning has grown exponentially – all thanks to your support. I would like to start with a thank you to each of you who has supported us on our continued journey in fighting for animals relentlessly! Through volunteer activists on the streets, those who donate towards our campaigns and those who share our ground-breaking investigation work, we have achieved a lot in the last year. Take a look:

• Lifeline table wraps & ad campaign

With the launch of our innovative Lifeline Campaign – in partnership with Animal Save Movement – in September 2018, our vegan campaigning launched with full force. As well as Lifelines on the streets of multiple cities, we had an advert campaign up in many locations, including: Manchester, Liverpool, Newcastle and Oxford. Our question was: ‘Where do you draw the line?’ and this was a fantastic conservation starter! Our illuminated billboards lit up the dark skies with a strong vegan message and were seen by thousands.

Check out our table wraps here!

Credit: Toby Brown Photography

• Turkey Lifelines

In December, our Lifeline Campaign focused on the plight of innocent, intelligent and inquisitive creatures: turkeys. We created a hard-hitting Turkey Lifeline video which was shown in five cities around the UK on a huge advertising van. This was accompanied by a range of vegan ‘meats’ to show people you can have a tasty and compassionate Christmas without harming animals! We were joined by local groups and together we made it a huge success!

Turkey Lifeline with Croydon Vegan Outreach

• Speciesism Lifelines

Since the launch of our partnership campaign with Animal Save Movement, Lifelines have been held all around the UK. Lifeline Campaign is split between Speciesism (‘food’ animals) and Vivisection (animal experimentation) and together we have held 69 Lifeline events, including events in Australia in collaboration with Save Animals in Laboratories groups. Fantastic!

The Hull Animal Rights Team Speciesism Lifeline. Credit: Jennie Zehler, HART

• Motherless Day

To celebrate Mother’s Day this year, we concentrated on the dairy industry. An industry infamous for the innate cruelty towards mothers and their babies, dairy is far from kind to animals. We held three special Lifeline events – Leicester, Lincoln and Carmarthen – to show people the reality for cows and their calves. We created a video for the event – ‘A dairy calf’s life; a dairy cow’s loss’ – which you can watch and share here. We collaborated with local animal rights groups and local Animal Save groups. We had a highly positive response from the public and it is really exciting to talk to more and more members of the public who are already switching over to vegan products as the truth about the dairy industry becomes more well-known.

Motherless Day with Lincoln Animal Rights and Lincolnshire Animal Save

• Fishing Hurts

Animal Justice Project’s first fish-specific campaign! Fishing Hurts exposes the cruelty in the fishing industry and how fish lack most, if not all, animal protection legislations. Fish are all individuals. They are inquisitive, playful and social, and deserve better. Our campaign asks the public to ditch the fish and go vegan. We even had a theatrical display of mermaids caught in fishing nets! You can read more here. In conjunction with World Ocean’s Day, we held more than a dozen events in the UK, plus supported activists in Aveiro, Portugal, to host a Fishing Hurts event.

Fishing Hurts, Reading, with Vegan Action for Animals

• The Foul Truth

Our flagship campaign of 2019! The Foul Truth exposes the reality for ‘free-range’ and ‘higher welfare’ British chickens, who are mercilessly killed for meat. We carried out an extensive three-month investigation inside RSPCA Assured and Red Tractor ‘free-range’ chicken farms, which supplied Tesco. Our cameras filmed never-seen-before footage inside RSPCA Assured chicken facilities. The abuse we witnessed paralleled that of intensively reared, factory-farm chickens, showing that ‘free-range’ is 100% Harm Assured! This campaign has strengthened our position to only promote veganism and a cruelty-free lifestyle, and not advocate for welfare adjustments.

The Foul Truth launch, National Poultry and Egg Awards, July 2019. Credit: Saving Me

This campaign launched outside the National Egg and Poultry Awards in London in July and featured our fantastic mascot Lucy! Lucy is based off a chicken we found during our investigation inside the RSPCA Approved facility. We took our investigation findings – which you can find here – directly to the bosses who profit the most from exploiting these vulnerable and innocent beings. Our launch created quite a splash in national media, being featured in over a dozen media outlets, including the Daily Mail, the Daily Mirror and the Independent. We reached thousands of people with our findings! On The Foul Truth website we created a petition to send letters to RSPCA Assured to explain our findings and ask them to protect chickens by stopping their promotion of chicken farming. We have sent over 4,000 letters so far!

Our The Foul Truth campaign breaking in national media. The Daily Mail.

Another exciting part of the campaign has been our series called Meet the Cluckers! We were lucky enough to rescue three chickens who were destined for slaughter: Fleur, Basil and Rosie! Following their rescue, they were taken to a sanctuary where they are able to live happy and free lives surrounded by love and compassion. You can take a look on our Vimeo to check out the episodes! Unfortunately a few weeks after being rescued, Rosie passed away due to her immense weight that her body could not cope with. This is the harsh reality behind the chicken industry.

Fleur, Basil and Rosie, the stars of Meet the Cluckers

• Dining on Destruction – an Animal Save Movement and Animal Rebellion collaboration

A collaborative campaign among ourselves, Animal Save Movement and Animal Rebellion, Dining on Destruction joined animals rights and environmental campaigning together. Highlighting the number of animals killed in the UK each year together with the greenhouse gas emissions produced from these industries, this campaign was unique and hard-hitting! We demonstrated with a theatrical display outside DEFRA in London and Scottish Parliament in Edinburgh. Industry ‘bosses’ dined on a cake shaped like the earth to reflect the damage being inflicted by huge corporations and the government. The event closed with a powerful speech, which was live-streamed to thousands, and an itemised bill – which broke down the figures mentioned above – and was handed over to the governmental bodies.

The bill presented at Dining on Destruction, DEFRA, London

• The Foul Truth – Life of Lucy tour

The next instalment for The Foul Truth campaign was taking Lucy on tour! Lucy visited SEVEN universities to show students The Foul Truth. This included a range of exciting and innovative props and placards, plus a delicious ‘Freakin’ Cheekin’ Soup’ – a vegan ‘chicken’ noodle soup! Our conservations with students were based around questions such as: ‘Do you know what age chickens are killed in the UK?’ They could guess their answers on a speech bubble light box. This created a fun and educational dynamic for the events and of course we finished it with the delicious soup and sent them off with our leaflets!

In Cheltenham with Gloucestershire Animal Save and Gloucestershire Outreach Advocacy Team

• The Foul Truth – table wraps

As part of our ongoing The Foul Truth campaign, we have UNWRAPPED the ‘free-range’ chicken industry to hundreds of thousands of students! Our table wraps are on display in SIX universities for a full month and show a side-by-side ‘expectation’ versus ‘reality’. We visited all six locations and engaged with dozens of students, who were all interested in ditching animals products and living a more compassionate and kind lifestyle. With an estimated 456,000 student reach, the TRUTH is getting out there!

The Foul Truth table wraps, Kingston University

What a busy year we have had and we have much more to come! Your support is what enables us to carry out these creative and effective campaigns, and most of all be a group who advocates for veganism and protecting animals. Want to help us carry on our vital work? There are a few things you can do!

• DONATE
• JOIN AN EVENT
• SHARE OUR CAMPAIGNS

A HUGE THANK YOU to each of you and we hope you will continue to be by our side as we move into 2020 and grow our vegan campaigns even more!

As always, for the animals,

Ayrton
Campaigner

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