On 9th March 2024, the animal rights group València Animal Save held a publicity stunt in the central Plaza de la Virgen in Valencia, Valencian Community, in the east of the Iberian Peninsula, with a human counter that symbolised the deaths of animals in every second killed for human consumption. The counter was based on the fact that it is estimated that more than 3,000 terrestrial animals die every second in the Valencian Community to produce meat that some humans eat. In addition to the counter of this vegan outreach event, other activists had conversations with the people who stopped to watch the event, hoping to help them adopt veganism as their philosophy of life. 

María Jesús Puertes, one of the coordinators of València Animal Save, told the magazine Bueno y Vegano, “From València Animal Save we have carried out this action to generate a great impact on passers-by by representing with numbers the chilling number of animals that die in a short period of time in our autonomous community alone; this figure does not include fish or other inhabitants of the sea. We cannot continue to exponentially increase the number of victims of food on a global scale and continue to look the other way. We have also talked about veganism with people to make them empathise with animals, try to make them aware of their direct involvement with this number of animals that die and that they can stop this counter by changing their eating habits.”

On 10th February 2024, activists from the same organization demonstrated in the same square against animal exploitation and for veganism. At this animal awareness event, very common in countries where there is a sizable population of vegans such as the United Kingdom or Germany, activists used posters and screens with videos related to animal exploitation while other people gave information about veganism. It seems that now, with the counter, they have come up with a more original way of expressing their message. 

Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.