The problem other animals face at our human hands is that we use them as commodities. Undoubtedly, that use frequently entails suffering during their lifetimes, and violent death. But the problem is not how they are treated while they are being used, or how they are killed; the problem is that we use them for our own ends. The key factor in enabling our human use of them is that we consider them to be ‘things’ rather than persons. Denial of their sentience is one of the most important factors enabling us to continue thinking of them as our resources, instead of acknowledging their capacity for feeling and their interest in their own lives.

For that reason, most of our campaigns focus on the sentience and personhood of individual animals, confronting the viewer with the very obvious fact that they share many of our features and senses that enable them to experience the world in much the same ways as us. It is the right of every sentient being not to be harmed or killed unnecessarily but their fundamental right is not to be used as if they were a commodity.

Our campaign has just finished at the Omni Centre in Edinburgh where it reached hundreds of thousands of viewers.

Alongside the theme of Someone, Not Something, we ran our dairy takes babies from their mothers ad. In a few short words, this ad not only educates viewers on the atrocity of separating new born calves from their mothers in the dairy industry, it also reminds us that cows are mothers and their calves are babies.

Our Someone, Not Something ads are currently live on 120 buses in Ireland.