The Vegetarian Society is to raise awareness of "emissions" from cattle as a leading cause of global warming with an ad campaign using the strapline "Silent but deadly".
Sir Paul McCartney and daughter Stella are patrons of the Vegetarian Society, which argues that "damaging gaseous emissions" from farmed animals exceed those from the world's entire transport system.
The campaign, which features a close-up of the rear of a cow, will include a range of "Silent but deadly" postcards and press ads that will run in environmental and ethical magazines over the coming months.