'In spring 2004, COK began producing two 30-second commercials for MTV filled with factory farm footage, so viewers could see the cruelties farmed animals endure to give us meat, milk, and eggs.
We premiered the spots in July and August in and around Washington, D.C. MTV watchers inundated us with positive emails and doubled, tripled, and sometimes even quadrupled the number of visitors to our TryVeg.com resource site, where they learned how to stop animal abuse, every time they sit down to eat.
Since the commercials' debut in the D.C.-metropolitan area, they've been on the MTV airwaves in 16 cities: Boston, Gainesville (Fla.), Hartford (Conn.), Houston, Indianapolis, Lawrence (Kans.), Los Angeles, Madison (Wisc.), Minneapolis, New Haven (Conn.), Pittsburgh, State College (Penn.), Storrs (Conn.), and Durham, Chapel Hill, and Raleigh (N.C.). The commercials have been seen nearly four million times!