Bo Peep and her angry sheep in Exeter

Visitors to Exeter City Centre had their eyes opened to the suffering of animals at the heart of the wool industry during a demonstration organised by Viva!.

A group of ‘sheep’ revolted against 'Bo Beep' over their stolen wool – calling on consumers to boycott the product and industry. Members of Exeter Friends for Animals joined the thought-provoking scene to educate shoppers about what really happens to animals in the name of fashion.

Viva! launched their national The Big Cover Up campaign in the city – which looks at the suffering that could be hiding within consumer’s wardrobes. The Big Cover Up uncovers the reality behind wool, fur, silk and leather production.

As part of the The Big Cover Up, Viva! have produced a new report Died in the Wool, which uncovers the horrors of the wool industry.

Wool facts:

• Naturally sheep shed and gain wool as they need – but due to breeding practices they are no longer able to do this and so have to be shorn
• Some wool comes from the slaughterhouse floor
• Around 15 per cent of all newborn lambs annually die
• Hypothermia is responsible for around one million UK lamb deaths each year
• Most UK lambs are subjected to tail docking; a rubber ring is applied to the tail and prevents blood flow, between four to six weeks the tail will wither and drop off. This causes pain and stress in the lamb
• Naturally, sheep can live up to 17 years, but the majority slaughtered each year are still lambs

Viva! campaigner Fiona Galbraith says: “A common misconception is that sheep are sheared to improve their welfare. Years of selective breeding has guaranteed sheep can no longer moult enough fleece for the summer months, but this does not mean they are sheared with their welfare in mind. In fact it is for the promise of financial return. Shearers are usually paid per animal meaning they spend as little time as possible on each animal and consequently welfare may be compromised. Once the sheep are too old to produce high quality wool, they will be sent to slaughter. Consumers can do their bit to end this suffering by simply boycotting wool and other animal products such as leather, silk and fur.”

Viva!’s new campaign The Big Cover Up urges the public to boycott materials which exploit animals; wool, leather, fur and silk. For more information, visit www.thebigcoverup.org.uk.

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