Cinemas across Northern Ireland are to screen a Christmas advertisement highlighting the plight of turkeys.
The animation, commissioned by animal rights charity PETA and created by Dream Farm, follows the story of little turkey Toby as he escapes from an abattoir-bound lorry.
Toby ends up with a place at the table - not on it.
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Millions of turkeys are raised and slaughtered across the UK each year for Christmas dinner. PETA says while the birds are protective parents and spirited explorers that live naturally for up to 10 years, most of those raised and killed for Christmas are between just 12 and 26 weeks old.
“Turkeys like Toby are gentle, gracious and gregarious individuals - and each one has a story that should not end on a fork,” added PETA Vice President of Programmes Elisa Allen.
“PETA urges Ulster locals to share comfort and joy this Christmas by enjoying a delicious vegan feast. We stand ready to help with our free vegan starter kit.”
Elisa says the charity's first Christmas ad is already having an impact.
“Millions of people – and counting – have watched Toby the turkey’s story, and many have told us that they’ve been moved to swear off eating turkeys and other animals this Christmas,” she told us.
“The touching tale asks viewers to consider who turkeys really are – gentle birds who don’t deserve to be slaughtered for a fleeting moment of taste – and judging by the response, the video spot is doing just that.
“It’s inspiring countless people to celebrate the season of peace and goodwill with a nut roast or vegan turkey crown at the centre of the table.”
PETA’s new Christmas ad will be played at cinemas including IMC Ballymena, Cineworld Belfast and Brunswick Moviebowl throughout the festive season.
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