A billboard featuring former Baywatch star Pamela Anderson put up by the People For Ethical Treatment of Animals (PETA) targeting passengers arriving at Delhi’s Indira Gandhi International Airport has been removed without a written explanation, claims the NGO.
The OOH creative featured Anderson urging world leaders arriving for the G20 Summit in the national capital to go vegan to combat climate change, with a ‘hot’ picture of the star and the lead copy screaming, ‘Too Hot?’ alluding to rising temperatures.
“The billboard aimed to draw attention to the role of animal agriculture in the global climate catastrophe marked by high temperatures, droughts, and floods, among other disasters, and advised them that going vegan is the answer. However, soon after it was erected this week, the billboard was removed by authorities and PETA India received no written explanation. In recent months, Delhi and other Indian cities have experienced unusually high temperatures, nearing 50°c,” said PETA in a statement.
“PETA India’s head-turning billboard campaign targeted at G20 leaders came as Indian cities were already experiencing unusually high temperatures, nearing 50°c, as well as deadly floods, wildfires, and other disasters linked to the climate catastrophe and worsened by the effects of animal-derived food production on the planet,” said Dr Kiran Ahuja, Manager of Vegan Projects, PETA India.
He added, “If G20 leaders and those who attend other climate-related conferences like the upcoming COP28 continue to put the interests of the meat and dairy industries above those of the public, we can expect irreversible damage to our planet.”
The production of meat and dairy, including curd and cheese, accounts for about 60 pc of all food-related greenhouse gas emissions, making it a major contributor to climate change, the PETA statement added.
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