Do you want to know a secret?

luciano, meet Bobby. Bobby is only days old and cannot yet fend for himself. But he won't live to know his mother's love, or grow up to graze in green pastures. He is considered a 'waste product' of the Australian dairy industry, and his time is running out. Bobby's story is one that must be told. Click here to see the new ad that the dairy industry doesn't want us to publish... Can you help us place this ad in newspapers next week? View the ad Donate now Lost your appetite for dairy? There's no need to miss out: calcium-rich dairy-free milks, yoghurts & ice-creams are widely available! Read our guide Tragically, Bobby's story is just one of thousands. Many milk drinkers are surprised to learn that, just like people, cows must give birth in order to produce milk. To maximise production, dairy cows are impregnated once every year. Most of their babies — called 'bobby calves' — are then killed before they are even one week old. Of little economic value to the dairy industry, over 700,000 bobby calves are trucked to slaughter every year. Most will spend their final hours at the abattoir cold and hungry, denied food for up to 30 hours before being slaughtered. All this, so that their mothers' milk can be turned into dairy products for human consumption. The questionable ethics behind milk production has been a long-held secret of the dairy industry. When Animals Australia first publicly campaigned against these practices in February this year, our office was inundated by phone calls and e-mails from shocked members of the public. Many swore off dairy all together in favour of cruelty-free alternatives. A public consultation into the length of time bobby calves can legally be denied milk was also swamped with over 6,000 public submissions calling for better treatment of calves. Yet when agriculture ministers met last week to discuss the fate of bobby calves, the only options they considered were inhumane ones. With industry and government both failing to protect these vulnerable animals, their fate now rests in the hands of informed shoppers. Last week may have been a failure for bobby calves — but if we can fund this new ad in major newspapers we can ensure that next week won't be, as we alert hundreds of thousands of consumers to the truth. Animals Australia believes that no animal deserves to be treated like a 'waste product'. If you agree, please click here to donate towards this critical public awareness ad. Even if you can only spare a few dollars, you can help create a kinder future for bobby calves. For Bobby, Lyn White Campaign Director P.S. The only reason mass cruelty to dairy calves has been allowed to continue is due to an equally massive lack of public awareness. Our new 'Bobby' ad will give a strong voice to baby calves who are among the most vulnerable and abused animals in the Australian farming system. And even if you are unable to make a donation this week, you can play a vital part in our public awareness campaign by sharing on facebook / twitter, or simply forwarding this message to your friends. Thank you. 37 O'Connell St, North Melbourne Victoria 3051, Australia You have received this alert because turlbombeiro@gmail.com is subscribed to receive Animals Australia e-updates. To unsubscribe, please click here.