Animal Liberation Queensland launched the advertising campaign on Monday with the goal of disrupting the event. According to the organisation, five separate billboards have been designed using photographs "captured undercover" at abattoirs, feedlots, and saleyards throughout Queensland. Each billboard tells the story of an individual animal, such as an "emaciated cow", a "distressed calf", and a "frightened bovine" pictured in a cattle truck, with wording such as "born to die" and "starving, suffering, sent to slaughter", beside the images. The slogan "uncover the truth" is visible across every billboard, and viewers are directed to the website www.beef.org.au, which "demonstrates the detrimental impacts of beef production".