WHO IS 269 ?

269 is a calf who was born into an Israeli dairy farm.
His life will be cut off not long after it started
was saved, near his scheduled slaughter day.
By branding his number on our bodies, we show our solidarity with the victims of the animal holocaust all around the world, remembering to never forget.

On October 2nd of 2012, 'World Farm Animals day', at Rabin Square in central Tel-Aviv, animal rights activists performed an act of solidarity and empathy towards abused animals exploited by the human race.

The display's aim is to call for empathy towards the most oppressed sector of our society and call into question the deep disconnect we as a society, have towards sanctioned animal cruelty.

The activists got branded with a hot steel brand, in the same way farm animals are branded in farms all over the world.
The number 269, which was burned on their skin,
was the designated number of a calf they have encountered in one of Israel's dairy farms.

"This anonymous male calf will be forever immortalized on our bodies, and hopefully this message of solidarity will somehow bring a new way of looking at non-human animals.
No animal should be exploited to satisfy the selfish needs and whimsical desires of humans, and that is why we chose to use the industry's own method of objectifying living beings as this symbolic means to convey our idea".

Annually, more than 150 billion animals are murdered worldwide due to people's selfishness, ignorance and greed.

This madness must stop and will stop the day humankind finally wakes up and understands that even the nameless feel pain and desire freedom no less than us humans.

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