A growing wealth of marketing research shows teenagers and young adults are the segment of the population most likely to explore a healthy and humane vegetarian diet. Teens and young adults are typically more open-minded and sensitive to animal cruelty than any other demographic. One recent poll found that up to 20% of college students already identify themselves as being vegetarian.

Armed with this information, MFA has begun a powerful pro-vegetarian TV commercial campaign that has already reached hundreds of thousands of MTV viewers. The commercial gives a rare look behind the closed doors of factory farms and slaughterhouses, exposing the routine abuse endured by over 9 billion sentient animals every year in the US. The spot begins with chilling music followed by undercover footage of hens crammed into battery-cages, pigs locked in gestation crates, and a baby calf chained in a veal crate. Viewers are left with the plea to “Help End Their Misery...One Bite at a Time” and then are encouraged to visit MFA’s new website, ChooseVeg.com.

From Boston to Boulder and in over a dozen other cities, viewers have been moved to action after seeing the spot. Since the commercials began airing, requests for MFA’s Vegetarian Starter Kit have skyrocketed with a 130% increase while web traffic increased by over 70%. MFA has been inundated with encouraging letters, phone calls, and e-mails from individuals who are shocked to learn how horribly animals suffer before reaching consumers’ plates. As a result, many have pledged to choose compassion over cruelty by going vegetarian.

"I know I’m very young and I haven’t been a vegetarian ever in my life, but that commercial got to me. Seeing poor animals being treated like that just for food and other things is just wrong. I am a 14 year old boy who is willing to fight for the animals that live in our world."

"The commercial on MTV has absolutely opened my eyes and changed my way of thinking about everything. I have been vegetarian ever since. Thank you for your website and your facts that have changed my life."

"The commercial really changed my life."

"I think it is long overdue that people are finally seeing the horrible treatment of these animals. Until now, it has been ‘out of sight, out of mind’. Even for myself."

Consumers who have tuned in and seen MFA’s powerful pro-vegetarian TV commercial have been dropping meat, dairy, and eggs from their diets. Bringing the issue of factory-farmed animal abuse into American living rooms is crucial. MFA needs your support to continue this extremely effective campaign. The ad has proven to be a cost-efficient and affordable means of reaching our target audience. A donation of $100 will allow us to reach over 4,000 viewers! Please consider sponsoring an ad by making a donation today!

Back | Contents | Next