Ahead of Easter, the Irish vegan organisation Go Vegan World, which over the years has become specialised in billboard campaigns in the British Isles sending vegan messages, has launched its latest Spring billboard featuring a lamb watching how a woman cuts another one into pieces  — to remind people about the sad plight of lambs during this Christian holiday.

The poignant drawing of the woman, which was an image created by Vegan FTA and used in its social media, was reproduced by Go Vegan World and used in the billboards by the text “The Trust Us We Butcher Them”. It has been launched at the same time animal agriculture advertises their Spring lamb flesh as many Christians customary eat baby sheep during Easter. 

‘Spring Lambs’ are recently born lambs of between 12 weeks and five months of age, and their flesh is eaten because it is supposed to be tender as they were still drinking their mother’s milk just hours or weeks before they were slaughtered.

On their website, Go Vegan World said, “We expect that many will turn from our ad in shock when faced with the reality for other animals when we purchase ‘lamb chops’ or a ‘leg of Spring Lamb’. The violence meted out to such delicate beings because we demand their bodies on our plates, is shocking. The only difference between our ad and industry/farming ads for animal flesh, is that the dismembered lamb’s face remains, reconstructing the pieces of flesh into who he or she was before they were slaughtered. Their flock mate who watches the tragedy, is represented as someone who can feel.”

Now that the new documentary Christspiracy has been launched worldwide, it may be time that Christians revisit their customs and discover that veganism is perfectly compatible with Christianity, but Christianity may not be compatible with eating lamb, as the documentary revelations suggest. 

“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’.