The pastoral ideal of cows munching grass freely under the sun is largely a myth that large-scale dairy farming is happy to propagate. A myth built on a seemingly obvious but commonly overlooked fact: that to constantly produce milk, cows must be continuously, and forcibly, pregnant. When we took on PETA’s initiative about the suffering of dairy cows, we challenged ourselves to take a different tack than sensationalism. We posited that the cold, awful facts, dispassionately told, would be all the more horrifying, while also elevating the PETA brand. Through education and awareness, people might cut back their consumption, or even cut out dairy altogether.