2009 Year in Review

Mercy For Animals Yearly Recap

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With the incredible support of our volunteers and donors, 2009 was another groundbreaking year for Mercy For Animals.

From coast-to-coast, we have continued to expand our campaigns - opening the hearts and minds of millions of consumers to the plight of farmed animals. This year, MFA has:

Advertisement Campaigns

  • Launched 15 pro-vegetarian billboards in Denver - some featuring a loveable piglet and puppy side-by-side asking, "Why love one but eat the other?" and others depicting conditions on factory farms which asked, "How much cruelty can you swallow?" The campaign amassed over 12 million views.
  • Dispatched powerful bus and rail ad campaigns in Toronto, New York City and Boston – urging riders to consider the plight of farmed animals and choose compassion at their next meal by going vegetarian. The three campaigns drove the message home, with a combined viewership of over 45 million.

Grassroots Advocacy

Undercover Investigations

  • Exposed shocking animal cruelty at New England's largest egg factory farm – leading state police to raid the facility, confiscate animals, and gather evidence for a pending legal case. A host of national companies ended their supplier relationships with the factory farm, including Wal-Mart, Shaw's, Stop & Shop and Eggland's Best. Following MFA's investigation, the company's egg distributor, Radlo Foods, made history by announcing it would phase out battery cages within the next 10 years – a first in the industry.
  • Pulled back the curtains on the world's largest egg-laying breed hatchery – revealing to millions of consumers the standard practice of throwing live male chicks into grinding machines. The investigation generated over 1,000 international news stories, attracted nearly 2 million consumers to the investigation video on YouTube – making it the second most viral video on the Internet the day after its release – and inspiring countless people to adopt a vegan diet.
  • Documented horrific animal cruelty at one of the nation's largest pig breeding facilities. The investigation sent shock waves through the pork industry and households nationwide when FOX National News broadcast the disturbing images from coast-to-coast.
  • Captured "The Most Effective Vegan Campaign Award" for our undercover egg farm investigations at the 2009 National Animal Rights Conference.

On the Web

  • Launched ChooseVeg.ca – an extensive online vegetarian resource for Canadians.
  • Took MFA into the blogosphere by unveiling MFABlog.org – providing supporters with up-to-date information on animal protection news, campaigns and events.
  • Unveiled a new version of VegGuide.org – a joint project with Compassionate Action for Animals, the new site is the ultimate guide to vegetarian restaurants, with listings and reviews for nearly 10,000 vegetarian-friendly establishments!
  • Completely revamped MercyForAnimals.org – providing users with increased content, videos and resources to get active on behalf of animals.

On the Airwaves

  • Released Fowl Play, a compelling documentary that takes viewers behind the scenes of some of the nation's largest egg factory farms. The film has captivated audiences across the country, becoming an official selection of over a dozen film festivals and winning numerous awards.

Veganizing the Market

  • Convinced BOCA Foods to remove eggs from all of its products. After a joint campaign with Compassion Over Killing and the Animal Protection and Rescue League, BOCA announced, "The BOCA brand will be eliminating eggs in all of its products by the end of this year. We anticipate all BOCA products will be egg free in 2010."

Thank you for making 2009 a landmark year for animal rights.

Please stand by our side as we work to give farmed animals the power and effective voice they deserve in 2010.


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