Between 27 September and 10 October 2010, those who pass by Rua Manoel de Nóbrega (close to the number 580), in Santo André (SP), will come across a striking image: a billboard with several heads of pigs hanging on hooks, alluding to the animals who are killed for their meat is consumed.

In order to awaken the public to the reality of what they are consuming, the piece was created by Flávio Giusti, designer e ator, and is an initiative of NGOs and Mountarat VEDDAS, both active in the defense and protection of animals.

"The billboard shows the reality of animal exploitation and, as shocking as it may seem, is just the reality exposure. Our goal is to awaken people's interest in learning more about animal exploitation, topic on which every consumer has a share of responsibility ", says George Guimaraes, president VEDDAS - Ethical Vegetarianism, Defense of Animals and Society, Based in São Paulo.

The image of the billboard can be seen on this page.