The Campaign

If you’ve been to the City Hall MRT Station lately, you've likely seen these images with the question: "Why love one but eat the other?"

This provocative ad campaign was launched by the Vegetarian Society (Singapore), hoping 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 those whom we call "dinner", and then exposes the shocking cruelty that animals face on today's factory farms.

Watch the campaign video below.

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