The ask of this national campaign is to ‘Ditch Dairy and go Vegan’.
The idea behind the campaign is to target the invisibility, of the cruelty inherent in dairy production in India. We’re doing this by juxtaposing something that we know or like, alongside a disturbing reality of the dairy industry.
WHERE THE ACTIVITY CAN BE DONE?
Malls, parks, school and college auditoriums are a great place to begin. Any place which is high on youth is a good area to conduct this activity.
ONCE AT THE VENUE, WHAT IS THE BASIC WAY OF CONDUCTING THE ACTIVITY?
The blueprint given below explains in detail the base on which your activity will stand, for instance what needs to be done with the 3 placards and how can you pull the overall activity together.
Audience : What is this ?
Activist : Hello, we’re playing a little game here ! All you have to do is read the poster and then after 5 seconds flip it to the next image.
Audience member flips it over and reads the chart. Till this point, there is no active conversation from our side. Once he or she reads the poster, is where the conversation comes in. Let’s imagine it’s the violating woman image that he’s flipped.
Activist : So, what is your opinion on this?/ Do you think you’ve bought the lie? By buying dairy, we’re directly paying for cruelty to take place on a daily basis to these animals – the choice is simple – Ditch Dairy. Go Vegan
Audience : So you’re saying I shouldn’t drink milk?
Activist : We’re saying that this is where Milk comes from , and one can continue consuming milks, that come from plant based sources – we hand them out Living Free’s Alternate choices leaflet and urge them to make more compassionate choices.
So basically the elements of the entire campaign are
1. Call out poster
2. Undertake the activity
3. Take an alternative and
4. Sign a pledge
How can you stop people from buying the lie?
The flow is simple and easy! Just write in to us at email@example.com and #DontGetMilkedanymore!