A new campaign by Eat Differently, a public service resource encouraging plant-based eating, is challenging long-held consumer beliefs about the dairy industry. Titled “Got My Mom’s Milk? I Didn’t,” the campaign seeks to expose the often glossed-over realities of dairy cows and their calves and foster a broader understanding of dairy production practices.
[perfectpullquote align=”full” bordertop=”false” cite=”” link=”” color=”” class=”” size=””]”We are entering an era of truth and transparency”[/perfectpullquote]
With over 20 billboards strategically placed in key locations around Los Angeles, including the highly trafficked 405 Freeway, the Hollywood and Highland intersection, and near the Los Angeles International Airport, the campaign is anticipated to have high visibility.
Lori Amos, founder of Scout 22, an advertising agency working with Eat Differently, articulated the campaign’s core message: “The messaging featured in this campaign negates the falsehoods that have been peddled by the dairy industry for decades. We are entering an era of truth and transparency—consumers are no longer blindly obeying what’s oft-repeated, and they have become more savvy about identifying corporate greed and corruption.”
The campaign showcases the separation of calves from their mothers within 24 hours of birth, a practice that the organization says is seldom addressed by the industry. It also looks at the conditions faced by over 70% of dairy cows, who often live in deplorable conditions on factory farms. Additionally, it tackles the prevalent issue of lactose intolerance, which affects a significant portion of the population, including an estimated 80% of African Americans and Native Americans and 90% of Asian Americans.
Eye-opening campaigns
Complementing the billboard initiative, Eat Differently has also released a video titled “Got My Mom’s Milk? I Didn’t,” directed by BAFTA award-winning director Alex Lockwood.
Eat Differently has a recent history of eye-opening campaigns, having previously organized drone shows above NYC and a cinema campaign during the pre-show of Wonka.
Executive Director of Eat Differently, Shaleen Shah, underscored the misleading narratives about dairy cow welfare: “We find it particularly insidious for the dairy industry to couch the agony with claims of happiness.”
The campaign begins this week and will continue through until the end of May.
