Animal Justice Project (AJP) has launched a major two-week advertising campaign across the London Underground, urging the public to rethink their attitudes towards animals and confront the realities faced by pigs on British farms.
Running until 18 May, the campaign is expected to reach an estimated 2,801,376 commuters across 19 central London stations: Bethnal Green, Finsbury Park, Marylebone, Chalk Farm, Arsenal, Oval, West Croydon (overground), Baker Street, Green Park, Highbury & Islington, Leytonstone, Northwood, Seven Sisters, Stockwell, Cannon Street, South Kensington, Waterloo and Euston.
Twenty large-format posters (4-sheet, 1×1.5m portrait) have been installed throughout the network, positioned to maximise visibility as commuters wait for trains and move through stations.
Following the success of a previous London Underground campaign last month, the latest adverts feature two striking visuals: one showing a pig behind bars marked with the word “imprisoned”, and another exposing conditions commonly found on standard British pig farms.
Blending shock, empathy and sorrow, the campaign calls on the public to help “end pig farming,” and encourages commuters to question long-held assumptions about animals and food production. The imagery invites passersby to consider a future in which all animals are treated with fairness and compassion.
Ayrton Cooper, Campaigns Director of AJP, said:
“Our London Underground campaign encourages commuters to stop and think. By portraying a pig behind bars alongside the word ‘imprisoned,’ we confront the assumptions many people have long taken for granted. We hope these ads will spark compassion, encourage meaningful conversations, and inspire people to extend the same care and concern they show to some animals to pigs as well.”
The campaign forms part of AJP’s wider “Project Pig” initiative, which aims to expose conditions within British pig farming and build public support for systemic change.
With almost three million commuters expected to see the adverts during the two-week campaign, the organisation hopes to spark a nationwide conversation about the treatment of pigs and the future of animal farming in the UK.
