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FARM took on the dairy industry at the very heart of dairy country in October as we mobilized and launch the U.S. version of Humane Milk is A Myth Don’t Buy It during the World Dairy Expo in Madison, Wisconsin. For three days a rolling billboard circled the expo center and made a stop at the city’s capital building before ushering in over 20 dedicated demonstrators who occupied the busiest corner leading to the main entrance to the expo.

“It was very obvious the word had gotten out to all of the exhibitors and farmers to not engage us. During the demos, groups of young men who invariably harass us at other venues walked by in silence,” said Bryan Morrell who managed the campaign in Madison in conjunction with the local chapter of Friends of Animal Liberation.

In addition to the rolling billboard, campaign materials included leaflets, banners, over-sized posters, and the InformedConsumer website. On Saturday, the activists brought the protest indoors to disrupt the during the Champion Showcase; the main closing event. An action that was later attributed to PETA.

FARM is planning to expand on the success of this campaign to other U.S. cities, including Las Vegas and Flint, hosting dairy events as well as customizing new campaign materials to reflect the egg industry.

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