COK’s MTV Commercial Campaign: Promoting Vegetarian Eating—30 Seconds at a Time
Our hard-hitting ads have encouraged and inspired countless
viewers to stand up for animals every time they sit down to eat.
First launched in 2004, COK’s highly effective
campaign airing powerful pro-vegetarian commercials
on MTV has grown substantially with the help of our
dedicated and generous supporters. From our first
two 30-second spots that reached MTV viewers in
18 different cities to our sixth ad that blanketed the
airwaves in hundreds of cities in all 50 states in the
spring of 2007—our commercials have been viewed
tens of millions of times in just four short years!
Each of our commercials offers viewers an eyeopening
glimpse of the hidden, yet routine, horrors
forced upon billions of animals raised and killed for
food by the meat, egg, and dairy industries every year
in the U.S. The ads further direct people to our website,
TryVeg.com, to learn more about how they can help
end this abuse by choosing not to eat animals.
By targeting MTV’s youthful viewing audience,
we’re able to get the animals’ message directly to those
shown by research to be the most likely to translate our
message of compassion into action for animals. And
at an average of only one penny per view, each dollar
spent to air more pro-vegetarian ads goes a long way in
helping animals.
New Ad Airing Fall 2007: “Exploring Your Food”
With the propaganda feel of a 50s style “educational”
film, COK’s newest commercial combines humor and
truth to encourage viewers to explore their food and
discover the reality of exactly what—and who—they’re
eating. When the narrator asks Little Susie if she’s
ever thought about where her food comes from, she
innocently shakes her head no. She’s then taken on a
behind-the-scenes tour inside the cruel world of factory
farming. Susie drops her food in horror. In conclusion,
viewers are directed to visit TryVeg.com to order COK’s
free Vegetarian Starter Guide.
Wanna watch this ad? All of our 30-second commercials
that have aired on MTV are online.
What Viewers Are Saying
“I just wanted to let you know that I am now a vegetarian. I
saw your ad on MTV and started crying. I can’t wait to buy
all new groceries. Thanks for all the cool ideas on your site!”
“I saw the TV ad thingy last night and I
flipped out. I am
so going veggie now.”
“Last night I was watching television and your commercial
came on. It was very touching and I looked back on the chicken
I had for dinner. I have been interested in becoming vegetarian
for a while but didn’t think it was as big of deal. You guys really
opened my eyes to the world of vegetarianism. Thank you.”
Help Us Keep These Ads on the Air!
Our ability to reach out to MTV’s youthful and receptive
viewing audience with the animals’ message depends upon
the kindness and generosity of our members—your support
is vital to the continued success of this powerful and cost-effective
advertising campaign. For even just $25, we can
expose the painful reality of factory farming to an estimated
2,500 viewers!
Please consider making a special contribution today
for our Pro-Vegetarian Commercial Campaign!
As an added bonus, make a donation of $100 or more
earmarked for this campaign and you’ll receive a free
COK logo t-shirt!* Use our
secure form
to make an online donation.
*Offer valid until December 31, 2007. Donations must be earmarked for this
campaign and t-shirt size must be specified (small, medium, large, and extra-large
men’s sizes or small and medium in women’s sizes).
Thank you for your support!
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