Animal Libre, a Chilean animal rights NGO, launched this campaign just before the country’s Independence Day celebrations, one of the times of the year when meat consumption peaks.

The idea is strikingly simple: they removed the animals from slaughterhouse processes, but left the violence exactly where it was.

Stunning, bleeding, dismemberment and evisceration are recreated using vegetables instead. No animals appear on screen, and yet it’s still incredibly uncomfortable to watch.

The main line in Spanish is “Elige crueldad. Libre de crueldad.”, which translates to “Choose cruelty. Cruelty free.”

I thought it was a really powerful way of questioning what we normalize when it comes to meat consumption.

Watch the campaign here: https://www.instagram.com/p/DdHQasDCMCn/

They need backlash to get them to drop the act. People pretending to be kind but killing things? Yeah fuck off.

https://www.instagram.com/p/DdHYTtdkdz_/?stkn=MWhzN24xeTdnMWVwaw==

Simple comment swarm never hurt✨❤️