Mercy for Animals Unveils Brutal New Anti-Dairy Video

Need some extra motivation to stick to that vegan diet you resolved to follow in the new year? Mercy For Animals, a nonprofit animal welfare organization known for its hard-to-watch undercover video exposés of factory farm conditions, can help you with that. The group on Friday released a bummer of a video, "My Story," that relays the sad tale of the modern dairy cow.

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Artist Gretchen Ryan joined forces with the group for the video, which clocks in at three minutes and 30 seconds, and consists mostly of Ryan holding up notecards. These cards tell the story of a female cow who, as a baby, is wrenched from her mother and forced into pregnancy, only to have her own offspring almost immediately taken away.

The first few minutes, filmed in black and white and set to Gary Jules' now-ubiquitous version of "Mad World," seem a tad heavy handed. But when the video cuts away to actual footage of life on a factory dairy...well, let's just say it's not exactly a bucolic tableaux painted here. It's brutal to watch and will probably make you question that triple-grilled cheese sandwich and chocolate milkshake you had for lunch.

Are these videos actually effective at changing people's eating and purchasing habits? Depends on the audience. Watch the video below and decide for yourself. If it resonates, MFA suggests checking out ChooseVeg.com for ideas on how to transition to a dairy-free diet.

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