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News Media releases Billboards, cinema ads, and a call to Fonterra: SAFE marks Bobby Calf Awareness Day

Billboards, cinema ads, and a call to Fonterra: SAFE marks Bobby Calf Awareness Day

August 29th, 2025

This Sunday is Bobby Calf Awareness Day – a day to recognise the two million newborn calves who are separated from their mothers and killed every year by New Zealand’s dairy industry. To mark the day, SAFE has launched a nationwide campaign with cinema ads, digital advertising, and

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The True Cost of Dairy

Right now, throughout Aotearoa, thousands of newborn calves are being taken from their mothers, trucked off in the cold, and killed. Branded as disposable by-products of the dairy industry, they are fragile, voiceless, and deserve so much more.

Your compassion today can create a future where every animal is valued.