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Celebrities like Matt Damon, Pamela Anderson and Joaquin Phoenix have come together to film a powerful PSA about dog consumption in China. The emotional video shows the horrific treatment of the animals during an annual dog meat festival.

Each year, the festival is held in Yulin, China, where individuals from all over the country come to eat dog (and other animals, like cat). The number of dogs brought to the festival is in the thousands, while the number of dogs consumed in China each year is upwards of ten million.

Unfortunately, many of the dogs brought to the festival are actually stolen pets. People steal dogs from yards and homes as they make their way toward Yulin. Even worse is the fact that laws surrounding dog-napping are lax in China, and their enforcement is almost non-existent in this area of the country.

The founder of Animal Hope and Wellness Foundation, Marc Ching, says that the festival is “built upon the idea that if you torture or abuse the animal, the meat tastes better.”  This leads to horrific treatment and abuse for the animals brought to the festival each year. Not only are they killed to be eaten, but they’re brutally tortured to death; this torture is the primary focus of the PSA.

Many people also believe that the abuse will give the meat health benefits when eaten. However, it has been proven to have the opposite effect. The dog meat has commonly passed along diseases and infections, including trichinellosis and cholera. It’s no surprise that Yulin is also known for its high levels of human rabies, something that’s passed on from eating dog meat.

This powerful video shows the harsh treatment of dogs during the festival and asks everyone to help make a difference. Since the treatment of the animals is the primary concern of animal rights activists, stopping the torture is the first step. The celebrities in the video are trying to spread awareness of this horrific event, and as a result, call for you to make a change.

Together we can help stop the violence. If you want to help, you can start by hash-tagging about the issue, #TheCompassionProject. For more information visit AnimalHopeAndWellness.org.