Media Release

11th April 2006

Jake?s Story - the Tale of One Little Easter Duckling

New web film lifts the lid on the factory farming of Britain?s favourite bird

http://www.viva.org.uk/jake

Jake?s Story is a moving, short film launched this Easter by Viva!, Britain?s leading veggie campaigning group. It aims to alert web users to the reality of intensive duck factory farming in the UK ? so widespread that almost all ducks are reared this way.

Narrated by a nine year old boy, Jake?s Story follows the seven week life of just one intensively-reared duckling. The free, interactive web film reveals through his eyes the secret world of duck factory farming responsible for the 19 million ducks killed for meat every year in the UK. Jake has no contact with his mother, never goes outside the huge shed that is his life and never discovers what it?s like to swim. Viewers are given the opportunity to decide Jake?s fate ? but whatever they choose, at the end they are asked to reject duck meat and go vegetarian this Easter.

Using cartoon and live undercover footage shot in units belonging to some of the UK?s largest intensive duck producers, the film shows thousands of ducks crammed into filthy sheds. Numerous birds are shown in distressing conditions - incapable of walking, dragging themselves along by their wings; thrashing around on their backs in distress; and dirty, dying and dejected birds. Viva! maintains that the conditions shown in the video are typical of modern duck production.

?Jake?s story is heart-breaking, but sadly it?s typical? says Viva! senior campaigner, Justin Kerswell. ?Most people have no idea that duck meat comes from filthy, overcrowded, factory farms where these beautiful, aquatic creatures never have the opportunity to swim or splash around in water and cannot fulfil their natural instincts.

?We are urging consumers to save Jake this Easter ? and millions of birds like him ? by boycotting duck meat and getting their teeth into some veggie meals instead. Spring is all about celebrating new life and new beginnings so it?s the perfect time to show some compassion for animals and to give meat the bird.?

Notes for editors

Jake?s story is available to view free at http://www.viva.org.uk/jake. For more information about Viva!?s investigations, still images and undercover footage of duck factory farming, contact Justin Kerswell or Toni Vernelli on 0117 944 1000, email press@viva.org.uk, or visit http://www.viva.org.uk/ducks

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