A public advertising campaign promoting a vegan lifestyle is currently on display on billboards and public transport in Ireland. Eden farmed animal sanctuary, a non-profit organisation, Matilda’s Promise and the Animal Rights & Vegan education Centre, are working to spread their vision of the abolition of animal use.

The campaign is intended to run throughout November, in support of world vegan month. While similar ideas have been promoted publically in recent years this, in terms of the size of the campaign and the unapologetic judgment it exhibits, it is the first of its kind to reach such a wide audience on a daily basis. The adverts focus on not only the harm caused by the meat industry, but also the lesser known horrors that are caused by the consumption of dairy and eggs. The campaign, which features lines such as “milk: a mothers tears” is extremely evocative, and struggled to launch in the age of restriction and speciesism.

While promoting a healthier lifestyle is currently very popular, the reminder of where a lot of the food comes from and the price the animals pay is far less so. The demand for empathic engagement from the animals pictured makes it hard to ignore the message. The murder of animals for something so unnecessary in today’s world is impossible to justify.

Dublin has arguably fallen behind other capitals in respect of their vegan community now look to be a few steps ahead. Even Guinness is getting on board; the Irish brewery recently altered its filtration to remover fish bladders from its Dublin plant, making their famous beer vegan friendly. In the age of supply and demand more and more businesses and products will be forced to adapt to the changing times.