DairyTruth.ca conducts transit campaign
By Rob Bale
Advocacy organization DairyTruth.ca has begun an out-of-home advertising campaign called “Dairy Free Toronto.” The campaign consists of 72 transit shelter advertising faces in Toronto, accompanied by social media activities. The creative is intended to raise awareness of “the adverse ramifications of dairy production on animals, the environment and human health,” and to direct consumers to the website for additional information. The ads have been placed primarily near grocery stores and use the tagline, “Choose Compassion, Choose Plant-Based.” In addition, promotional workers will distribute materials to consumers related to plant-based dairy alternatives.