It is not a coincidence that California-based non-profit In Defense Of Animals (IDA) decided to launch a massive anti-dairy campaign during June. In fact, it is a brilliantly calculated move timed to educate and encourage people to take a 21-day dairy-free challenge during what is recognized by some as National Dairy Month.
The organization is building upon the success of a viral video featuring YouTuber Erin Janus in which she exposes common dairy industry practices including forcibly impregnating cows, stealing their babies, and turning them into veal and hamburgers long before their 25-year natural lifespan.
The five-minute video, which has garnered more than 4.7 million views and counting, also reveals the scary financial influence of big dairy on the U.S. education system and the health risks of dairy consumption, with Janus imploring people to “Try any milk but dairy milk” at the end of it.
IDA shared with WAN that 60 huge billboards will begin to pop up throughout greater Los Angeles beginning on Monday, June 18th with the campaign’s official media debut slated for Tuesday, June 19th which will include photos of the attention-grabbing super-signs.
The in-your-face displays feature Janus inviting LA-residents to watch the eye-opening viral video exposing the dairy industry and take a 21-day dairy-free challenge.
“Dairy really is scary, and it’s time to stop lining the pockets of the dairy industry at the expense of our health, the environment, and animal welfare,” Marilyn Kroplick M.D., President of In Defense of Animals said in a yet-to-be-released statement sent to WAN.
