Mills fronts bizarre ad campaign for animal welfare charity

Heather Mills is spearheading a bizarre advertising campaign for animal welfare charity Viva!.

London, Nov 19 : Heather Mills is spearheading a bizarre advertising campaign for animal welfare charity 'Viva!'.

The 39-year-old former model appears lying on scorched earth in a figure-skimming dress in one of the posters, highlight how the meat and dairy industry are contributing to the greenhouse effect.

Another poster features the animal rights activist appearing with the logo "You haven't got a leg to stand on!", and focusing at meat eaters for playing a part in global warming.

This is Mills' biggest campaign since she split from Sir Paul McCartney, and about 100 billboards are set to be erected around the country as part of it.

"The startling truth is that animals farmed for meat and dairy are now one of the greatest threats to the planet. The United Nations last year issued a shocking report on the environmental damage being done by livestock," the Daily Mail quoted Mills, as saying.

"I became a vegetarian for health reasons. Then I found out about the awful animal abuse in factory farms and dairy herds and became a vegan. The easiest and most effective way of cutting our contribution is to change our diet and go vegan. It is that simple," she added.

Viva! director Juliet Gellatley said; "Livestock are the second biggest cause of greenhouse gasses at 18 per cent compared to 13.5 per cent from all the world's different modes of transport combined.

"They are the major cause of both species extinction and the felling of tropical," Gellatley said.

A source who works on the campaign said: "Although it is surprising Heather is sending up her own disability in one of her ads, she was completely up for anything that would highlight the cause.

"The idea was partly hers and she was incredibly relaxed about how she was portrayed. She showed she had a good sense of humour," the source added.

ANI