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Advertising Students Show Chicken-Eaters the Truth

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Advertising students Nafe Tong and Dunstan Lee of Singapore’s LASALLE College of the Arts were determined to confront meat-eaters with the hard-hitting fact that even though people who eat meat don’t kill animals, they do hire the killers. And when the opportunity for a class project came along, Tong and Lee did exactly that by creating a series of three ads.

Each ad shows a chicken in a different appliance—a food processor, a deep fryer, and a microwave—along with the words “You wouldn’t do this. It’s cruel, inhumane, and even insane. But when you choose to eat chicken meat, you’re doing the same thing—taking a life. Not killing the chicken doesn’t make you any less guilty.” Even though the photos aren’t real, the horrific cruelty endured by the more than 41 million chickens who are raised and killed for food in Singapore every year is.

Chickens raised for food spend their entire lives confined by the tens of thousands to warehouses or battery cages. As a result of filthy conditions and genetic manipulation, chickens often suffer from ulcerated feet and develop crippling bone disorders, ammonia burns, and blisters. At the slaughterhouse, chickens are shackled by their legs, and their throats are cut while they’re still conscious. Many birds are scalded to death in defeathering tanks.

We think Tong and Lee have created a winning idea to promote compassion for animals, and their message is exactly right: The best way to help stop the abuse of chickens is to stop eating them. Purchasing meat means an animal was killed for you and you paid for it. Want to avoid supporting factory-farm cruelty? Take the Pledge to Be Veg today!

Posted by Jason Baker.


  1. Kimmy...
    May 17th, 2010, 2:11 pm

    I love the ad! It’s nice whenever students incorporate animal rights issues into their school works. 😀 I remember during our Constitution class when our professor asked us to give solutions to our country’s worse problems, I gladly explained to my classmates that going vegetarian can help end poverty. It was honestly tough to explain alone to my classmates because our opinions clashed all the time and they were asking never-ending silly questions but it still felt great to let them know that by simply going vegetarian, we can make the world a better place. :) Educating them was so much rewarding. My professor even thought that the idea about vegetarianism is great and sensible! I definitely applaud Tong’s and Lee’s efforts to get their message across. Great job!

  2. Bored...
    May 17th, 2010, 5:04 pm

    Nice! That’s so true! Lots of people don’t consider themselves killers, and don’t realize that by creating the demand for animal flesh, they’re sustaining the mass murder of millions of animals worldwide everyday. A defensive answer that annoys me: “If I don’t eat meat, others will still eat meat too. It makes no difference.” It DOES make a difference. One less meat-eater is one less murderer, and over a lifetime, it makes a HUGE difference to the animals who aren’t bred for slaughter.

  3. Kylie...
    May 19th, 2010, 6:49 pm

    It is because people who do enjoy animal cruelty in a form of entertainment, experimentation, clothing and food are only one step away from being murderers.

  4. Willow...
    June 24th, 2010, 9:07 am

    I know, it’s so cool that they realize that just by eating they are killing.
    Thanks for this I’ll send the link to every chicken eater I know….

  5. Faby...
    June 29th, 2010, 3:23 pm

    Yeah they should see what they are really doing to the animals

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