GIVE ANIMALS A BREAK!

Vegetarian Action sees World Animal Day as a chance to encourage the public at large, and in particular animal lovers and compassionate thinkers, to consider all animals, and as a chance to challenge comfortable (but irrational) frameworks of belief which divide animals into those we love, and those we eat.

The "STOP THE MACHINE" campaign was designed to encourage people to ask themselves the tough moral questions and challenge the contradictions in their own beliefs and behaviour. Meat-eating is a matter of habit and appetite, and one which reduces animals to grists in the gargantuan machine of human food production. While meat-eating continues on a large scale, animals will inevitably suffer inordinately, and their lives will be reduced to a distorted, devalued dollar calculation based on the machinations of world economies. Vegetarian Action's vision is for World Animal Day to become a day of meat boycott - a day to initiate respect and consideration for the lives of all animals.

The Postcard

The "STOP THE MACHINE" campaign was focussed around the distribution of 30,000 free postcards Australia-wide. The postcard featured a striking original graphic by Vegetarian Action depicting the machination and exploitation of animal lives. For the printing and distribution of the postcard, we are grateful for the generous support of Avant Card, an ethical company who support a range of community initiatives.

The postcards were printed with biodegradable vege-based inks and varnish, on paper made from non-chlorine bleached plantation pulp. The postcard was distributed in all states of Australia in venues such as theatres, universities, restaurants, cinemas, bars and clubs throughout September 2005, with the postcards remaining in venues until after World Animal Day, October 4.

"Meat-eating turns animal lives into nothing but products." Commencing with this provocative statement, the reverse side of the postcard goes on to explain: "Upwards of 52.7 billion animals are killed each year for food. That's around 144 million a day on average, or about a million in the time it takes you to read this postcard. It's a breeding and killing machine which never stops."

Local Action

Vegetarian Action's 'STOP THE MACHINE' postcard encouraged people to "give animals a break" and "go vego on October 4" - whether for a day, or a lifetime.

To show how easy and delicious this could be, Vegetarian Action took people by the hand and provided ideas and support to get them going, in the form of a STOP THE MACHINE web feature. The postcard suggested, "Cook yourself a vego meal on October 4, or visit your nearest vegetarian eatery." In support of this, the web feature offered tips and recipes for vegetarian cooking. The campaign was also supported by a number of vegetarian restaurants in South Australia, who participated by offering discounts to customers who showed the postcard between October 4 and 10, inclusive.

In addition, the campaign was supported locally by 'STOP THE MACHINE' posters distributed to vegetarian eateries around the state. The 'STOP THE MACHINE' web feature, containing information, statistics, and food for thought as well as ideas, recipes and a list of participating eateries, was online from the start of July, 2005.

Feedback on the campaign

"The way that you have captured the concept of animals being 'processed' and industrialisation of the meat industry is very powerful and thought provoking." - K, VIC

"I am so impressed by the "Stop the Machine" art on a postcard I just picked up in a coffee shop." - M, Banora Point, NSW

"I think it is a very clever concept and I hope thousands of people will pick it up and become lifelong vegetarians! However even if it is just for a day it's a start!" - Claire Black, Avant Card