The Vancouver Humane Society (VHS) devotedly works to help people rediscover their innate love for animals by raising awareness of the power behind what we put on our plate. Every time we sit down to eat, we have an opportunity to stand up for a kinder world for animals. This is the motivation behind the messaging for VHS's goveg.ca and chickenout.ca transit ad campaigns. Bold colours and dominant imagery are important elements for capturing attention and conveying a message quickly, especially in a limited visual working space. From the public feedback that each of these campaigns garnered, VHS considered all to be a great success.