Belgium's GAIA has specially trained Jean-Claude Van Damme to kick the fur industry's ass. The new ad campaign that is popping up on billboards throughout Europe takes a dark but serious turn, shedding light on the reality of fur production; Animals have their pelts ripped off. They go mad from confinement, they are deprived of everything they evolved doing in nature. Proper veterinary care is too expensive to be worthwhile and ultimately they experience a brutal and painful death. Even after they die, their bodies and feces and urine pollute waterways and the toxic tanning process damages ecosystems even further.