“Cool to Be Veg” Ads a Success

In the Winter/Spring 2003 issue of The Abolitionist, you read about the launch of COK’s “Cool to Be Veg” print advertising campaign, and we’re thrilled to update you on its success!

As surveys and marketing research show that young women and teen girls are the most receptive to the message of compassionate eating, COK has placed (and continues to place) full-page, eye-catching ads in teen girl magazines and campus newspapers, encouraging young people to help animals with every bite they take.

More than 2 million readers saw our full-page “See Her as More Than a Meal” ad in two back-to-back issues of Girls’ Life, the number one magazine for girls aged 10 to 15, and nearly 100,000 activist-oriented teen girls saw our full-page “Think Outside the Box” ad in three consecutive issues of Teen Voices. And, as of this printing, our college newspaper ads are running across the country, where we’re reaching hundreds of thousands of vegetarians-to-be!

The results so far have been absolutely astounding! Not only did we receive thousands of requests for our free Vegetarian Starter Guide, our email and post office boxes are still being inundated with messages from people who saw our ads and have made compassion for animals a lifestyle choice!

The Buzz

• “Thank you so much for making this [TryVeg.com] website! I saw the ad in a magazine and had seen another one in another magazine. … I can’t believe what they’re doing to animals! I didn’t know! … You have truly influenced me!”
• “When I saw your ad in Girls’ Life it touched my heart so much I decided to go vegetarian. When I talked about it to my family, they did not understand or care. All they said is that we were put on this planet to eat meat....So I talked to my vegetarian friend and she said she became vegetarian because of the cruelty. The [pictures] on your website touched me even more! They even made me cry.”
• “I’ve always wanted to help stop animal cruelty, but I didn’t know how. Then I saw your ad in Girls’ Life, and now I’m on my way to becoming a vegan. Thank you so much!”

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