Live counter showing number of animals killed for food set up in London

A digital counter has been set up in Brick Lane, London as part of the Million Dollar Vegan campaign, to highlight the amount of animals killed every day in the UK for human consumption.

The Million Dollar Vegan campaign was launched by the founders of Veganuary, Matthew Glover and Jane Land, and is asking for Pope Francis to go vegan for lent in return for a $1 million donation to a charity of his choice.

The aim behind asking Pope Francis is for him to demonstrate leadership as one of the most influential people in the world to set an example of a life without animal products for the sake of animals and the future of the planet.

The Million Dollar Campaign has been set up to fight climate change and highlight the link between animal agriculture and the resources used for this.

Speaking about the campaign and the clock, set up in collaboration with, said: “The mission is to fight climate change with diet change; to draw attention to the suffering of farmed animals; to demonstrate the relationship between animal agriculture and world hunger, deforestation and species loss; and to show how our health can be impacted by the foods we choose to eat.

“We are asking influential world leaders and those that look up to them to acknowledge the far-ranging effects of eating animal products and to consider the billions of people and animals who suffer consequentially.”

They added: “We aim to inspire people too make more conscious, sustainable and benevolent choices, to turn their attention to the abundance of plant-based foods available to them, and to adopt a plant-based diet.”

The Million Dollar Vegan campaign is supported by notable vegan celebrities, including Woody Harrelson, Moby, Evanna Lynch, Benjamin Zephaniah and Chris Packham.


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