The campaign that woke me up

Meet Your Meat/Peta

As I was born in Brazil — the country of barbecue — I used to eat animal protein since my childhood. One day was meat, another was chicken and the third was fish. Sometimes I would eat two or three types of meat on a day, in a craving to satisfy my ever-growing desire. Until one day I asked myself: why do I need to kill animals to satisfy my hunger?

Trying to answer this question, I got to know the Meat Your Meat marketing campaign, made by People for the Ethical Treatment of Animals (PETA), a non-governmental organization (NGO) that fights for animal rights.

The campaign tells a non-fiction story where the “bad guys” are human beings. With cruelty, they kill billions of animals every day in order to keep the economic growth and to feed people.

The producers used videos made in farms and slaughterhouses, which shows many chicken having their beaks removed, living in small spaces and being beaten repeatedly. The part of the video with cattle and pigs was even worse.

The mother pigs, for example, spend most of their lives in individual “gestation” crates that are about 7 feet long and 2 feet wide. The animals cannot turn around because the crates are too small.

Cattle are castrated and have their horns chopped off without painkillers. At the slaughterhouses, their throats are slit open and many are skinned while they are conscious.

The campaign were a slap in my face that woke me up. Sometimes we are so used to a habit that we forget to ask ourselves why we do it. Seeing how human beings treat farm animals was an essential factor for me to stop eating any kind of animal protein.

Watch the campaign:

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