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

Will you back our biggest campaign yet?

We are getting ready to launch one of our biggest ever public awareness campaigns that will expose some of the cruellest farming systems in New Zealand that impact at least 123 million animals. We can only pull this off with your help! Please donate today to support the launch of this massive new campaign.