Day: December 7, 2021

England: Takeaway The Meat.

Dear Mark,

Takeaway the Meat is Viva!’s ground-breaking new vegan TV ad campaign and we are crowdfunding to reach 16 million people in the UK.

We want to show people the correlation between animal cruelty and what is on their plate.

Over 450 people have donated to the campaign so far helping us smash our first target of £10K – and the list is growing fast!

We need your help to reach our next target of £15K.

A very generous donor has offered to match all donations up to the total value of £40k, and we have also secured a grant from Channel 4 which will double the total again.

Please give a donation if you can to get this ad onto UK national tv.

Regards Mark

Fashion magazine “ELLE” has removed fur from all of its editorial and promotional content

LONDON, 2 DECEMBER 2021 – Today ELLE Magazine announced that it has committed to ending the promotion of animal fur in its pages and online.

The announcement was made today at Business of Fashion’s 2021 VOICES event in London and follows dialogue between ELLE brand owner, Lagardère Group, the Humane Society of the United States, Humane Society International and Creatives4Change.

ELLE created a charter to disallow editorial content that promotes animal fur on its pages, websites and social media. This includes no animal fur in editorials, press images, runway and street style images.

The charter, which is in alignment with the Fur Free Alliance’s definition of fur, also no longer allows the depiction of animal fur in any advertisements on its pages and online.

All ELLE editions around the world signed it, which includes publications in Arabia (English and French editions), Argentina, Australia, Belgium (Flemish and French editions), Brazil, Bulgaria, Canada (English and French editions), China, Croatia, Czech Republic, Denmark, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Italy, Ivory Coast, Japan, Kazakhstan, Mexico, Netherlands, Norway, Poland, Romania, Russia, Serbia, Singapore, Slovenia, South Korea, Spain, Sweden, Taiwan, Thailand, Turkey, UK, Ukraine, USA and Vietnam.

For 13 of those editions, the charter is already effective, for 20, it will be effective as of Jan. 1, 2022, and for the remaining editions, it will be effective as of Jan. 1, 2023.

The ELLE network that will be impacted by this announcement includes:
45 editions worldwide
21 million readers per month
6.6 million copies sold per month
175 million total reach
46 websites, 100 million unique visitors, 400 million pages viewed and multiple mobile/tablet apps

According to Constance Benqué, CEO Lagardère News and CEO ELLE International:

“Societal engagement has always been one of the key pillars of the ELLE brand. The world has changed and the end of the use of fur is aligned with the course of history. We hope that, with this commitment, ELLE will open the path for other media to disallow fur promotion, all around the globe, and promote a fur-free future.”

According to Valéria Bessolo LLopiz, SVP and international director of ELLE:

“For many years, ELLE has been engaged towards environment, sustainability and ecology through regular features or special green issues. The presence of animal fur in our pages and on our digital media is no longer in line with our values, nor our readers.

It is time for ELLE to make a statement on this matter, a statement that reflects our attention to the critical issues of protecting and caring for the environment and animals, rejecting animal cruelty. It is also an opportunity for ELLE to increase awareness for animal welfare, bolster the demand for sustainable and innovative alternatives, and foster a more humane fashion industry.”

Alexi Lubomirski, fashion photographer and founder of Creatives for Change, says:

“Since its inception, ELLE magazine has always been a leading light in fashion, synonymous with a freshness, unencumbered by the weight of tradition and formality. Because of this strength, ELLE was said to ‘not so much reflect fashion as decree it.’

It is this creative power to inspire, that allows ELLE to make broad steps in shaping the hearts and minds of its readers for a more evolved and aware future for all.”

PJ Smith, director of fashion policy for the HSUS and HSI, adds:

“We celebrate ELLE for taking a stand against the cruel fur trade and look forward to other fashion magazines following their lead. This announcement will ignite positive change throughout the entire fashion industry and has the potential to save countless animals from a life of suffering and a cruel death.

ELLE’s leadership will also drive innovation for more sustainable and humane alternatives.”

And I mean… More than 100 million animals worldwide are killed for their fur every year, including mink, fox, raccoon dog, chinchilla, rabbit and coyote – that’s the equivalent of three animals dying every second just for their fur.

Every designer who puts fur on the catwalk, every retailer who puts fur on the shelves, and every consumer who hangs fur in their closet helps keep the shameful misery on the fur farms going.

This spiral must stop and fur sales and fur farming must be banned in the EU and worldwide.

In this respect, we welcome the decision of ELLE magazine to no longer support this bloody business with advertising. Fashion designers have always used these luxury magazines as advertising media for their fur articles.

Now one puts an end to that, and we think that’s great.

My best regards to all, Venus

London, England: Mc Libel – The Biggest Corporate PR Disaster In History. A David vs Goliath Fight.

Dear all;

In the post I showed yesterday from Stacey called ‘Sweet Earth’, I mentioned that the McDonalds issue has been a very big one with animal activists in the UK for decades.  Here is the sweet earth ink:

Sweet Earth – An Article Provided By Stacey at ‘Our Compass’. – World Animals Voice

Whilst we still have issues with McD; it is at least positive to see that they have finally moved part of their food to plant based; for which the murder of animals is obviously not necessary.

So, as said, I am posting here now a film which shows how McD attempted to silence and get apologies from 2 activists in London; named Helen and Dave; over a range of issues associated with it. They both said ‘NO’; and so it went a long way for many years.

I will leave it until the end of the film for you to see the result.

In passing, the legal ‘helper’, one Keir Starmer, was a young man at the time who gave his support to the two of them.  Now, Keir is the leader of the ‘Labour Party’; the main opposition organisation to the current UK government led by Boris Johnson (we share a surname, nothing else !).

I like this video; as it has positive outcomes and shows that as with Helen and Dave; if you believe in what you are campaigning for; there is never a need to be sorry for your views and statements.

Enjoy the video – simply click on the ‘Watch on YouTube’ link below to see the film



Regards Mark


From Spanner films who made the video:

Hello. This is the official, full-length (81 min) version of our 2005 documentary, McLibel. This film was made completely independently (no studio/broadcaster backing) over four long years. We’re a tiny independent film company always struggling to make ends meet, so if you watch for free here, please make a donation – – and also sign up to our email list: . Thanks v much and enjoy the film, Franny & Lizzie from Spanner Films – – – – – – – – – – – – – – – – – – – –

The first documentary from renowned director Franny Armstrong (The Age of Stupid, Drowned Out), McLibel tells the true story of two ordinary people who battle McDonald’s in what became known as “the biggest corporate PR disaster in history” (Channel 4 News). The Seattle Times called the film an “irresistible David and Goliath tale… you can’t help but cheer along” and the Sydney Morning Herald described it as “an often-hilarious exposé of big business arrogance… and an extraordinary example of independent filmmaking”.

McDonald’s often used the English libel laws to suppress criticism. Major media organisations like the BBC, Channel 4 and The Sun had backed down in the face of their legal threats. But then they sue single father Dave Morris (41) and gardener Helen Steel (34). In what became England’s longest-ever trial, the “McLibel Two” represent themselves for three and a half years in court against McDonald’s £10 million legal team.

Every aspect of the corporation’s business is cross-examined, from junk food and McJobs, to animal cruelty, environmental damage and advertising to children. McDonald’s try every trick in the book against the pair, including legal manoeuvres, secret settlement negotiations, a visit from Ronald McDonald and even spies.

Seven years later, in February 2005, the marathon legal battle finally concludes at the European Court of Human Rights – will the result take everyone by surprise?

Filmed over ten years, with courtroom reconstructions directed by Ken Loach, McLibel features the first interview with a McDonald’s spy, as well as in-depth contributions from Eric Schlosser (Fast Food Nation) and Keir Starmer (then Helen and Dave’s pro bono lawyer, now the Leader of the Labour Party).

The McLibel trial became a cause-celebre in the UK, resulting in changes both to UK law and to McDonald’s itself. It is often cited as influencing works which followed, including Fast Food Nation, Jamie’s School Dinners and Super Size Me.

The producers estimate that more than 26 million people have seen McLibel on TV, cinema, DVD and at local screenings worldwide.

Mothers protect their babies

How primitive and underdeveloped we humans are still in the 21st century!
In order to understand that we are dealing with an intrinsic animal cruelty in meat “production” and that the NOT documented suffering of “useful” animals is much, much worse, one should actually only be able to add one and one together.

But apparently a moral change in animal-eaters’ consciousness is not subject to an evolutionary autopilot.
In other words: what we did not understand centuries ago, we cannot understand today either, namely that animals are not our slaves, not our food, not our objects of torture.

The recognition of human superiority over other animals in our everyday life is nothing other than the fascist right to rule over them, to decide about their life and death, to destroy them as it suits us.

Eating animals and their products does not only mean supporting the enormous animal suffering.

Primarily means cooperation with this fascist system of exploitation, the destruction of other living beings and last but not least our planet.

There is in fact no human being who is more valuable than the living non-human animals in his environment, because without them he would not even exist.

 Eating meat is environmental crime.

My best regards to all, Venus