Djurens Rätt launches major pig campaign this Christmas

Djurens Rätt (Animal Rights Sweden) now runs a major advertising campaign focusing on pigs in the Swedish food industry. The campaign is visible in the public transport system in about twenty larger cities in Sweden*, as well as on digital billboards in Stockholm and Malmö.

Ads also run in a number of local newspapers and trade magazines. The campaign will peak on the 15-16 of December when full page ads will run in four of the largest and most read national newspapers in Sweden.

- We need to raise awareness on the situation for pigs in the food industry. The situation for the pigs is alarming. Last year about 2.5 million pigs were slaughtered in Sweden alone. As Christmas is coming up, we want people to really reflect on what it is that they put on their plates and choose a more compassionate alternative, says Camilla Björkbom, President of Djurens Rätt.

The photos used in campaign were shot by the internationally renowned photographer and animal rights advocates Jo-Anne McArthur, founder of the We Animals project.

Facts highlighted in the campaign:
Most pigs in the food industry never get to go outdoors. Many of them will see sunlight for the first time on their way to the slaughterhouse.

Overcrowding and stress is everyday life for a pig in the food industry. During their short lives each pig has less than one square meter of space.

*Alingsås, Borlänge, Borås, Falkenberg, Falun, Göteborg, Halmstad, Kungsbacka, Kungälv, Lerum, Luleå, Malmö, Skellefteå, Skövde, Stenungssund, Stockholm, Sundsvall, Trollhättan, Uddevalla, Umeå, Varberg, Vårgårda, Vänersborg och Örnsköldsvik.