MediaGuardian.co.uk
 |  Vegetarian Society ad: prompting consumers to think about the connection between diet and climate change |
Sir Paul McCartney and daughter Stella are patrons of the Vegetarian Society, which argues that "damaging gaseous emissions" from farmed animals exceed those from the world's entire transport system.
The campaign, which features a close-up of the rear of a cow, will include a range of "Silent but deadly" postcards and press ads that will run in environmental and ethical magazines over the coming months.
Ads will run in publications including Ethical Consumer, Ecologist, the Green Planet and Organic Life, as well as the Friends of the Earth's members' magazine Earth Matters.
"'Silent but deadly' is about getting the reader's attention, making them think and hopefully wanting to find out more about the connection between diet and climate change," said the Vegetarian Society head of communications, Liz O'Neill.
The ad claims that farmed animals produce 18% of the world's greenhouse gas emissions, while the global transport industry accounts for 13.5%.
The advertisement finishes with the line "It's not just a lot of hot air."
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