New London Campaign: She has one precious life. Will you take it?

The most important factor in helping people extricate themselves from cultural speciesism and move to living vegan, is that they make the connection between the everyday products they consume and the sentient animals those products came from. Once that connection is made between one product and one animal, that fact cannot be unknown. It is extrapolated to every non-vegan product in our lives, every way in which we enjoy life at the expense of animals who share our ability to feel.

The animals who live at our sanctuary, Eden Farmed Animal Sanctuary, are the backbone of our campaign. Those of us looking after them on a daily basis, from the moment they enter through our gates to the final moment of their lives, are constantly learning from them. These facts, learned at first hand from them, remind us of why we are vegan. Like us, they experience physical and psychological states that are pleasurable or painful. Like us, they want to maximise pleasant experiences and avoid painful or distressing ones. Like us, they have social lives and form close bonds with other animals and with their human caregivers. Like us, they remember the past, anticipate the future, make decisions based on past experience, are motivated to survive, have preferences and value their lives.

Our outdoor and social media educational campaigns use the information that is known to help people go vegan, and are immensely enriched by the unique, individual animals on our sanctuary who illustrate our ads. This is information the industry carefully conceals from us, making us believe that other animals are commodities, things or resources, and that their use is essential for human wellbeing. They are not things. They are feeling beings like us. We have no nutritional need for any animal product. We can be healthy and happy on a 100% plant diet and a lifestyle that avoids exploiting any animal. Therefore, we breed them into excruciatingly miserable lives and force them to experience a premature, violent death that we ourselves would balk from, simply to meet our desire for taste, tradition, habit and profit.

Angel is one of a group of ten sheep who came within a hair’s breadth of losing their lives in 2019. They had been left for four days at a holding facility at the slaughterhouse, their deaths postponed due to a farmer’s protest. There was extremely heavy rain over the course of those four days and the river rose and gradually encroached on the ground where they were being held, causing one of them to lose her life. The remaining ten were rescued and found a home at Eden Farmed Animal Sanctuary.

On arrival they were in very poor health but they recovered very quickly with appropriate veterinary care and the facilities provided by the sanctuary.

In the intervening years, they have enjoyed respect and care that they had never before experienced and each of them has blossomed. Angel is a very quiet, sedate sheep. She loves the company of other sheep with whom she spends her days grazing, resting in the sun, or taking shelter in their comfortable barn. She has come to trust and enjoy human company but her favourite thing in life is to be left in peace and a plentiful supply of fresh grass and some treats. The last thing on Angel’s mind is harming anyone. In complete contrast to those who farmed her for profit, those who intended to violently end her life, and the non-vegans who supported her exploitation and demanded her death for the sake of animal flesh and wool, Angel is a peace-loving, innocent being who has never harmed anyone.

She is the inspiration for our current ad which is running in locations in London including Mayfair, Deptford, Putney Bridge, Wandsworth Town, Wapping, Highbury, Tooting, and Piccadilly. In Ireland, almost three million sheep are slaughtered annually (CSO, 2024). At least half a billion sheep are slaughtered globally every year. Each one of them is like Angel. She has one precious life that would have been brutally ended if she hadn’t found a home on a vegan sanctuary. When a non-vegan makes the decision to spend money on an animal product, someone, somewhere, lives a miserable life and dies to meet that demand. If you met Angel in the supermarket when you are deciding what to have for dinner, would you find it as easy to justify her death simply because you like the taste of her flesh?

References

Central Statistics Office, 2024 Accessed 12.09.2025

Slaughterhouse releases ten sheep to Eden Farmed Animal Sanctuary