Eat less meat. Eat less shit.

The Shit the Meat Industry Doesn’t Want You to Know!
The campaign exposes a disturbing fact most consumers are unaware of: for years, in Israel and around the world, the meat industry has been feeding calves and cows with feces - known as “poultry litter,” a mixture that includes chicken manure and waste from poultry farms.
The campaign, launched under the slogan “Eat Less Meat. Eat Less Shit.”, includes hundreds of billboards across central Israel, large digital displays, and a series of videos distributed across Animals’ digital platforms and the web.
Visually, the campaign presents familiar meat dishes - hamburger, sausage, steak and skewers but instead of meat, they are made of feces. The provocative idea aims to deliver a simple, unsettling truth in the most direct way possible:
we are eating animals that are fed with shit.