Highlights
HIGHLIGHTS
Creating the Future Normal
Future Normal, encouraging the viewer to look a little closer at the boundaries we draw between different animals in our everyday life. Reaction to the billboard has been very positive, with lots of articles in the press, interaction on social media and calls for similar initiatives in additional locations. The billboard itself is the first in the UK to use Kavalan PVC-free vinyl, a sustainable and environmentallyfriendly material, which was sourced specifically for the campaign.
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Future Normal is our campaign to encourage self-proclaimed animal lovers to expand their compassion to include all species. From February to the end of April we increased the campaign’s reach, using exciting new channels to find our ideal audience. Future Normal Day took place on 9 April, during which we launched the inaugural Future Normal Hero Awards. We wanted to celebrate individuals who had gone above and beyond to Sustainability team show compassion for all animals. As mentioned by Louise in From One prize winner, Ashwin Ahuja, the CEO, as an organisation rescued Rufus the cow from we have been assessing the slaughter after bonding with environmental, social and Rufus during his lockdown economic impact of our work. walks. The awards ceremony The Vegan Society was founded video is available on our Future on principles of compassion and Normal social media channels sustainability, and takes a holistic (@ourfuturenormal on Instagram, view on the consequences of our Twitter and Facebook), and is well actions. It is important to us to take worth a watch. It features clips ok steps to improve our impact and to at from all winners, plus our wonderful th eF address areas in which we can improve. presenters Benjamin Zephaniah, Dale utu re N Some of the areas we are exploring include ormal billboard Vince, Kerry McCarthy MP, Paul Higgins and staff travel (outside of Covid-19 restrictions), Alex Lockwood. and the companies who supply us with products or Our epic Future Normal billboard went up in services. Where possible, we want to support companies and Shoreditch in April and ran for several weeks. The mosaic organisations whose values align with ours, and to prioritise, (above) features a dog and their carer, and is made up of where practical, smaller and more local businesses, while thousands of images of formerly-farmed animals now living remaining as effective as possible in our output. peacefully in sanctuaries. This encapsulates the message of o
Issue 2 2021 The Vegan | 3
