Campaign in the Stockholm underground critiques the dairy industry

“Milk causes lasting harm – for the animals in the dairy industry.” Through a new advertising campaign, Djurrättsalliansen (the Animal Rights Alliance) sheds light on the reality faced by cows, calves, heifers and young bulls within the food industry. This week, passengers in the Stockholm underground are met by newly taken photographs depicting the everyday lives of animals on Swedish dairy farms.

On platforms across Stockholm, images are displayed that stand in stark contrast to the idyllic scenes of happy cows grazing on green pastures often used in dairy industry advertising. In the campaign, the well-known slogan “Milk builds strong bones” has been rewritten as “Milk causes lasting harm” to draw attention to the animals’ actual living conditions. The aim is to show what cows, calves, young bulls and heifers are subjected to, and to raise awareness of what human milk consumption means for them.

– Animal industries are largely hidden from public view, and we want to give people insight into how animals in Sweden are treated because of human milk consumption. Without transparency, it is easy to believe in the idyllic image presented in dairy advertising, but the reality for the animals is very different, says Malin Gustafsson, spokesperson for the Animal Rights Alliance.

Shows the separation of cow and calf
One of the advertisements captures the moment when a newborn calf is separated from their mother. At the bottom of the image, the text reads: “A cow gives birth to a calf every year in order to maintain high milk production. Immediately after birth, they are separated, and the calf is placed alone in a pen while the cow’s milk is sold for human consumption. Live animal-friendly. Skip cow’s milk.”

– It is heartbreaking to know that cows give birth to calf after calf, only to have them taken away immediately. We hope many people feel as we do – that it is unacceptable to treat other sentient individuals in this way, says Malin Gustafsson.

Confined cows and calves in individual pens
Another advertisement shows a cow standing on a manure-covered concrete floor and rows of cows lined up for milking. Under the headline “Milk causes lasting harm – for cows in the dairy industry,” the ad describes how cows are confined for most of their lives and selectively bred to produce such large quantities of milk that their bodies wear out. When they are no longer profitable, they are slaughtered and sold as beef. Around 65 percent of all beef produced in Sweden comes from the dairy industry.

A third advertisement shows a calf isolated in a so-called individual pen, as well as older calves confined in a concrete enclosure with slatted flooring. The text explains how male calves are kept confined until they are slaughtered at around 18 months of age to be used for meat.

– There are simple ways to put an end to this unethical and systematic exploitation of animals. We can shut down animal industries and choose plant-based alternatives instead. Simply skip cow’s milk. That way, cows and calves would be spared a lifetime of harm caused by our consumption, says Malin Gustafsson.

The photographs used in the advertisements were taken by Djurrättsallianse (the Animal Rights Alliance) together with the photographer Animals are Beings Too at several different Swedish farms during 2025. The ads include a QR code linking to a new information page about the dairy industry, which can be accessed here.