Running from Monday 23 February to Monday 9 March, the campaign will reach an estimated 5,772,870 commuters across 12 central London stations: Liverpool Street, King’s Cross St Pancras, Waterloo, Euston, Vauxhall, South Kensington, Camden Town, Finchley Central, Tottenham Hale, London Bridge, St John’s Wood and Charing Cross.
A total of 22 large-format posters (16-sheet, 2x3m portrait) will be displayed on the wall directly opposite platforms, facing commuters as they wait for trains — ensuring maximum visibility and impact.
The advertisements feature two striking designs. One juxtaposes a piglet and a puppy, confronting speciesism head on. The other depicts the harsh reality of confinement endured by pigs on British farms, with the words: “If she were a dog, we’d call it abuse.” Both designs call on the public to “end pig farming” and direct viewers to ProjectPig.org.
By combining shock, empathy and sorrow, the campaign challenges ingrained perceptions about which animals deserve protection. The visuals invite passersby to reflect on why cruelty towards dogs is universally condemned, while similar suffering endured by pigs is normalised within the food system.
Ayrton Cooper, Campaigns Director of AJP, said:
“Our London Underground campaign invites commuters to pause and reflect. By placing a pig in a crate alongside the words ‘If she were a dog we’d call it abuse’, we challenge the deeply ingrained perceptions many of us have grown up with. When the same suffering is accepted simply because the animal is a pig, we must ask difficult questions. We hope these adverts plant a seed of compassion, spark meaningful conversation, and build momentum toward ending factory farming altogether.”
The campaign forms part of AJP’s wider “Project Pig” initiative, which seeks to expose conditions within British pig farming and build public support for systemic change.
With nearly six million commuters expected to see the posters over the two-week period, the organisation hopes the campaign will spark nationwide discussion about the treatment of pigs and the future of animal agriculture in the UK.
