In 2017, ARM launched its first public billboard campaign, in hand with its undercover investigations of four dairy farms located in Florida. Running for two months, the truths behind the dairy industry depicted images of cows standing knee-deep in their own feces and newborn calves left alone in wire shambled structures.
Posted in two locations (West Palm Beach and Miami Beach) along the 1-95 expressway- one of the busiest travel routes in South Florida, millions of people were educated on both ARM’s investigations as well as the industry as a whole. In addition, ARM also ran a campaign on a moving water vehicle billboard along South Beach, Miami – the most visited beach on the East Coast of the United States.
Correspondence from viewing the campaign flooded ARM’s Headquarters and proved to be one of the most effective campaigns in Florida. Even today, while the campaign has ended, people still reach out to ARM, describing the impact these billboards had on their personal opinions and decisions of ending their dairy consumption in place of a more humane, plant-based diet.
