25 October 2010

Compassion Over Killing launches Subway campaign to encourage use of veggie 'meats'

After successfully convincing BOCA to stop using eggs in its products and Morningstar Farms to reduce its use of eggs and expand its vegan line, nonprofit animal protection organization Compassion Over Killing (COK) has taken on a new industry behemoth: Subway.

COK launched WeLoveSubway.com on October 21 to encourage the company to use veggie “meats” such as Tofurky Deli Slices, Gardein Chick’n Strips, and Yves Meatless Ham Slices. The world’s largest sandwich chain’s menu already includes the popular Veggie Delight, but with more meat alternatives on the market than ever before, COK is hoping that Subway will respond to increasing consumer demand for more healthy, environmentally-friendly, and animal-friendly options. More than 1,000 of these consumers have already commented in support of this initiative on the WeLoveSubway.com home page.

COK also launched its Fall 2010 Pro-Veg Commercial Campaign on October 11 to educate millions of viewers about the horrors of factory farms. Airing nationwide on MTV, Comedy Central, and Animal Planet, the two 30-second commercials "Exploring Your Food" and "A Side of Truth" have already elicited positive feedback: "I just saw your commercial on Animal Planet and had no idea that animals on farms were treated so terribly…I can't stomach the idea of eating animals anymore. Starting today, I'm a vegetarian! I just wish I knew about this sooner."

Costing just one penny per view, COK’s advertisements are one of the most cost-effective ways to reach out to youth receptive to the ethical arguments against eating animal products. Donations made to COK throughout October to keep these ads running will be matched up to $25,000, for a total of $50,000.

Other upcoming COK initiatives include a Halloween party fundraiser in Los Angeles, proceeds of which will go toward supporting the organization’s Los Angeles-area public, school, and restaurant outreach; and on November 10, COK will welcome its founder and the current Senior Director of the Factory Farming Campaign at the Humane Society of the United States, Paul Shapiro, to discuss “Speeding the Pace of Progress for Farm Animals” in Santa Monica. This year marks COK’s 15th anniversary of promoting vegetarian eating to end the abuse of animals in agriculture.

Jaya Bhumitra | Facebook
Jaya has eight years of experience in public affairs and communications, and degrees in business and psychology. She is a Volunteer Outreach Coordinator with Compassion Over Killing in L.A. and an avid runner.

Photo credit: cc: flickr.com/photos/thomashawk