Midi Festival's 'Love Bears' campaign
In case you haven't noticed, festival season is nearly upon us. May 6th sees Midi Festival come to Shanghai for the first time, with a three day event in Pudong's Century Park. Although it's notable for being Midi's first appearance in Shanghai (after years of trying), it's also worth highlighting that they've teamed up Animals Asia Foundation to promote awareness of the appalling practice of 'bear farming' in China - hence the bear on their posters.
Midi are aiming to raise awareness of the issue, which sees caged, diseased and dying bears subjected to horrific processes to extract their bile, which is subsequently used in a range of products in the country. Under the slogan 'Protect the Moon Bear, oppose live bear bile products', Midi is backing the AAF's anti bear farming initiative, which you can read more about here.
In addition to the rocking bear on their posters, Midi will be educating festival goers on the issue with the aim that public outcry against the practice will mean the government is forced to act to ban it. On a broader level, it's great to see Midi using their music festival platform to support such an important cause and hopefully it'll strike a chord with the festival audience over the next few weeks and help contribute to a more widespread awareness of animal welfare in this country.
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