“Anonymous Mother” campaign

Ethics, Project News

Recently you must have noticed billboards quoting an anonymous mother sheep. “I DON’T WANT MY BABY TO END UP AS GRILL” quote attracted huge public attention.

Why? Who is behind this campaign and what is its purpose?

The Vegan Association of Bosnia and Herzegovina “VivaBiH” launched a public campaign against meat called “Anonymous Mother” on the 7th of July 2021. 

The campaign consists of many visuals showing a personal, emotional message of animal mothers who suffer and are tortured on a daily basis in various industries that abuse animals for food. The goal of the campaign is to raise awareness of the emotional suffering that animal mothers, especially mammals, go through every time their child is separated from them to be used for producing animal food. 

The billboard which depicts a lamb with its mother was the first billboard in the campaign. It is a Bosnian and Herzegovinian custom to brutally slaughter an animal for any holiday, birthday, passed an exam, etc., which we believe to be completely unnecessary, having in mind that in the modern world, we have access to meat alternative food that is affordable and tasty, and at the same time more suitable for humans.

Our association promotes veganism i.e. benefits of that lifestyle. With these billboards, we would like to bring our understanding of ethics closer to the public. We are aware that we are born in the world of carnism and that we are blind to the fact that our meal is someone’s baby, mother, sister, etc. Many vegans give up on meat exactly because of this, even though there are health and environmental aspects of veganism. A plant-based diet has proven to be the healthiest diet for humans, especially in the time of the pandemic, and by going vegan you reduce your carbon footprint and protect the environment. 

The “Anonymous Mother” campaign caused a great number of both positive and negative reactions by the public, especially because we identified the animal mother with the human mother, and it is very hard for people to accept the fact that a lamb is really someone’s child i.e. baby. This campaign gave voice to a mother who has feelings and knows why they raise her and her baby and we brought her suffering closer to people. Her suffering is as real as the suffering of any human mother that loses her child.

We hope that we will call attention to the citizens of Bosnia and Herzegovina in order for them to realize the brutality and the futility of killing huge numbers of animals for a short meal even though we have the choice not to in the 21st century. 

Our campaign includes 24 billboards and 4 LED billboards all around Bosnia and Herzegovina (Sarajevo, Tuzla, Banja Luka, Jablanica and Mostar)


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