Freelance Journalist and Environmental Research Intern | Bristol, UK | Contactable via hello@livekindly.co

It seems that when we all work together, great things can be achieved.

Widespread support for Viva! has allowed them to reach their target fund of £100,000 in its ‘Bring Hope To Millions’ Campaign and as a consequence, the money is now there to launch the UK’s first ever vegan cinema advert!

Never before have pro-vegan advertisements been viewed in this way, showing exciting advances in the move to educate the nation about animal agriculture.

(One generous – anonymous – donor even offered to match every single donation up to the value of £50,000!)

The great thing about this is that the ad will be seen a range of people, including those unlikely to otherwise find themselves viewing vegan-based information or videos.

The ad is intended to compel those who see it to acknowledge the reality behind UK factory pig farms. The lives of factory farm pigs will be shown in contrast to the far more idyllic and stress-free lives of Hope and her piglets who live at Dean Farm animal sanctuary.

The ad won’t be all doom and gloom though because the footage will be followed with the message ‘Try Vegan’ – encouraging people to make positive change.

Juliet Gellatley, founder and director of Viva! says, “I am so excited! We have been empowered by the vegan community to bring Hope to the meat-eating masses – and who can resist her charm?… The contrast between Hope’s freedom and the terrible conditions on factory farms is an extremely poignant message. This ad has the potential to bring about real change by showing brand new audiences the reality of factory farming. We chose cinema ads because we know that they are one of the best ways to reach an emotionally engaged audience and we are so grateful to all of the people who have been part of this campaign and helped to make it such a success!”

Viva! has also said of the plan, “[w]e will show this powerful contrast of freedom and incarceration, joy and misery, pain and happiness to audiences that are four times more likely to be emotionally engaged than television audiences.”

They hope that this is the message that will ‘make a difference.’


Image credit: Viva!