Most people wouldn't stop to ask, as they pour milk into their morning coffee, what went into producing that milk. But this morning, as people take a sip and open today's paper, they'll find out, because of this campaign ad.

It'll come as a shock to most Aussies to learn that every year in Australia over 700,000 calves are killed as 'waste products' of the dairy industry. What may come as even more of a shock is that the dairy industry is now pushing for legislation that would allow calves to be starved of feed for the last 30 hours of their lives, before being killed at the slaughterhouse!

This proposed new standard is under 'public consultation' at the moment. Did you know you were being consulted? No? Neither do most people, because the government and industry conveniently neglected to let the public know!

But just because they don't want to tell the public the truth, doesn't mean we can't do that for them! After all, people have a right to know what they are buying into if they drink dairy.

So today Animals Australia is running the above ad in major newspapers across the country. Make sure you grab a copy of one of these papers and show the ad to all your family and friends:

• Daily Telegraph
• Sydney Morning Herald
• Herald Sun
• The Age
• Courier Mail
• West Australian
• The Advertiser
• Hobart Mercury
• Canberra Times

Want to make your voice heard too? Great! Click here to check out the video that exposes dairy's dark secret, and to get tips on how you can make a difference for calves - including the chance to win delicious dairy-free chocolates!

Have you already spotted our ad in your local paper? What did you think?