On Tuesday 12 January 2016, we posted the above video in response to Meat and Livestock Australia's (MLA) latest "Eat Lamb on Australia Day" ad campaign entitled "Operation Boomerang". Our video contains 7 seconds of the original ad, followed by recent footage from a Victorian lamb slaughterhouse, intended to show the Australian public what the industry never will - the reality behind lamb consumption.
Two days later, we received an express-posted letter from MLA claiming copyright infringement and threatening legal action if the video is not taken offline. As the video falls squarely within the definition of Fair Use/Dealing, we instead chose to launch an urgent fundraising campaign to boost the video's reach in the lead-up to Australia Day.
Thanks to your donations, we were able to boost the reach of the video on Facebook to over 783,000 people!
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