BeFairBeVegan Rolls Out 8-Week Animal Rights Advocacy Campaign Centered in Toronto


On September 2nd, 2019, BeFairBeVegan rolled out an 8-week advocacy campaign in Toronto. The media takeover will run through October 27th and focus on three transit stops: St. George Station, and the interiors of the Yonge Eglington Centre and the Yonge Sheppard Centre.

The BeFairBeVegan message will be broadcast across a broad range of media, including Flexity streetcar wraps, 20 bus murals and 10 transit center posters. Digital and online media images will also play a significant role in the campaign.

The Toronto campaign follows seven similar media takeovers in major cities including New York City, Seattle and Melbourne. The Toronto rollout will run concurrently with a similar campaign in Montréal. The current campaigns in Montréal and Toronto mark the first appearance of the ads in metro Canada.

Founded in 2016, BeFairBeVegan’s message focuses on the inner experiences of the animals we use for food, fabric, research, entertainment, and other exploitative purposes. The ads remind viewers that our fellow animals are much more similar to us than we usually acknowledge, and that it is the consumer choices of each individual that keeps these sentient beings in bondage.
BeFairBeVegan’s provocative messaging has elicited positive responses from celebrities, including actor and Academy Award nominee Joaquin Phoenix, who praised the campaign, saying “… BeFairBeVegan encourages us to consider that our core similarities are far deeper than our surface differences.”

As demonstrated by the ads initially being rejected as too controversial in Melbourne and St. John’s, Newfoundland, BeFairBeVegan’s messaging is bound to inspire strong reactions.