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This month, Vancouver transit riders will be confronted with the following question: why do people love cats and dogs, but eat chickens, cows, and pigs? Mercy for Animals Canada is placing three different poster-sized advertisements on the SkyTrain system as part of a cross-country campaign.

Ads asking commuters to “choose vegetarian” will also run on transit in Calgary, Winnipeg, Saskatoon, Ottawa, Montréal, and Halifax, beginning this week. Locally, MFA Canada is collaborating with the Vancouver Humane Society, Earthsave Canada, and Liberation B.C. on the campaign.

These “Why love one but eat the other?” ads previously caused a stir in Toronto. On the MFA Canada blog, director of operations Stephane Perrais states:

This provocative ad campaign is designed to get people thinking about their food choices in relation to animal suffering. The ad series draws attention to the similarities between the animals we call “family” and the animals we call “dinner” and then exposes the shocking cruelty that Canadian animals raised for food face on today’s factory farms.

The ads direct people to ChooseVeg.ca, where they’ll find a vegetarian starter kit.