Who we are

Viva! is the UK’s leading vegan campaigning charity, specialising in undercover investigations and high-profile animal campaigns. Founded in 1994 by Juliet Gellatley, we have spent more than 25 years creating a kinder, more sustainable world for humans and animals alike.

Our work is split into four sections

Viva! Animals

Viva! Animals launches dynamic campaigns to expose factory farming – an atrocious industry which has taken over meat, dairy and egg production. Most animals spend their short lives in misery, imprisoned in squalor and exploited for human use. Their endless suffering is kept out of sight behind closed doors and so it falls to Viva! to expose the truth. We film and photograph the conditions on factory farms to show the public how animals really live and urge them to choose vegan.

Viva! Health

Viva! Planet highlights how livestock farming is destroying our planet. Animal agriculture is at the heart of almost every huge environmental catastrophe, including the climate crisis. We present the latest scientific research in our headline report Envirocidal and actively campaign on environmental issues as part of our huge Vegan Now campaign. We encourage people to move towards less resource-intensive diets, by choosing vegan.

Viva! Planet

Viva! Health is on-hand to support people on their journey into veganism. We take the latest scientific papers and make them accessible for everyone, creating factsheets and combating misinformation about health and nutrition. In our landmark Incredible Vegan Health Report, and many campaigns – from diabetes to obesity – we provide all the evidence as to why a vegan diet keeps people healthier, living longer and protected against degenerative diseases.

Viva! Lifestyle

Viva! Lifestyle shows how positive and easy it is to go vegan. From our Vegan Recipe Club and 30 Day Vegan – packed with delicious tried and tested recipes – to the Viva! Shop which offers vegan fashion and food, it has everything you need to get started. We also produce a wide array of materials to help  people go vegan – sending out thousands of Vegan Super Packs, guides and leaflets. We also talk to people directly with our many friendly street actions with free vegan hotdogs, cappuccinos, milkshakes and ice-cream.

 

The world is changing and Viva! is leading the vegan revolution!

 

Meet the team behind our groundbreaking campaigns.

Our history

1994
1994

Juliet Gellatley launches Viva! with the support of our Associate Director Tony Wardle and a kind donation from life-long supporter Audrey Eyton.

     
1994

Viva! launches Convert-a-Parent campaign gaining coverage in 180 regional papers and coverage across nationals.

1994

Viva! launches its school speaker training day in Crewe and goes onto to hold another 20 across the UK.

1995
1995

Viva! organises successful children’s marches against live export, with hundreds of kids marching in 12 cities and TV coverage of animal cruelty.

1996
1996

Viva! launches a campaign against religious slaughter gaining national TV coverage and major radio broadcasts.

1997
1997

Supermarkets drop kangaroo meat after major successful Viva! campaign in the UK and Australia

1998
1998

Supermarkets drop ostrich meat and the industry collapses – acknowledging Viva!’s campaign success.

1999
1999

Viva! launches their Ducks Out of Water campaign, fronted by Twiggy and gained nationwide TV and press coverage.

2000
2000

Supermarkets ban duck debeaking, after a successful Viva! campaign.

2001
2001

Viva! launch their Sentenced to Death campaign, supported with demonstrations and press launches.

2001

Viva! Poland is born with their first campaign, Journey to Death, about the horse meat industry – resulting in a dramatic drop in live horse exports.

2001

Viva! gains nationwide media coverage with Pig in Hell undercover investigation on a UK pig farm, followed by demonstrations in UK cities.

2002
2002

Viva! produced ‘Not in My Name’ featuring a host of celebrities to speak out against factory farming — including Joanna Lumley, Paul McCartney and Jerome Flynn.

2002

Viva! organises six regional End Factory Farming rallies which have a huge turnout, attracting thousands of supporters.

2002

Viva! partners with GMTV to expose turkey factory farming, broadcasting the shocking footage to millions of viewers.

2002

Viva! launches Viva! Health, providing fully referenced resources about vegan health and nutrition. Its first campaign highlights why a vegan diet is healthier for children and exposes the appalling national junk food diet.

2003
2003

Viva! conducts undercover investigations on chicken farms which gained national media coverage.

2005
2005

Viva! launches the Dark Side of Dairy – a comprehensive look at dairy farming in the UK.

2006
2006

A giant pinta pus is taken to the Department of Health as Viva! launches White ies, exposing the health impact of dairy. At King’s College, Juliet Gellaltey, Dr Justine Butler, Professor Jane Plant and Professor T. Colin Campbell speak to a packed audience and gain international media attention.

2006

Globesity is launched – showing why meat eaters are more often obese with the first ever Vegan Health & Slimming Show.

2007
2007

Viva! takes Heather Mills undercover on a pig farm, to film conditions and campaign to ban farrowing crates.

2007

Viva! launches the ‘HOT’ campaign, fronted by Heather Mills, which discusses the connection between climate change and animal agriculture. It splashes across national media.

2008
2008

Victory as the Welsh government drops the badger cull, following extensive campaigning by Viva!.

2009
2009

White Meat Black Mark campaign launches, challenging the long-held myth that white meat is healthy.

2009

Viva! launches the Incredible Veggie Roadshow, the first vegan festivals of its kind. The roadshow ran for many years and later evolved into the Viva! Vegan Festivals.

2009

Viva! Health launches their fish campaign, highlighting that fish is not a health food.

2010
2010

Viva! goes undercover on a ‘Happy Egg’ farm, exposing the atrocious conditions and releasing the footage.

2011
2011

Viva! exposes a Cadbury dairy farm, filming undercover footage of a calf being shot – a useless by-product of the dairy industry. Viva! campaigns in UK cities, using the slogan ‘Death by Chocolate’.

2011

The Big-D campaign launches, on how vegan diets can reverse/prevent diabetes type 2.

2012
2012

Viva! joins the National Demo Against the Badger Cull, joined by Brian May. They campaign and leaflet, holding demonstrations in major cities.

2013
2013

Viva! launches Nanny State – exposing the cruelty on the largest intensive goat farm in the UK.

2013

Viva! celebrates more victories, including campaigning against US style mega farms coming to the UK.

2013

Victory as Amazon, among other retailers, drop foie gras following a successful Viva! campaign.

2013

Break Free: why you should avoid dairy to achieve healthy bones launches.

2014
2014

Viva! go undercover on a chicken farm as part of their ‘Life is Cheep’ campaign.

2015
2015

Victory as Iceland drops kangaroo meat, after Viva! held a funeral procession in their stores.

2015

Viva! investigates battery cage piglets at a farm that supplies Morrisons – resulting in national media coverage and the cages being dropped.

2016
2016

Viva! launch their Face Off campaign, the first UK group to film undercover in factory farms and record to camera. The campaign covered chicken, dairy and pig farming. Viva! went on to produce a VR film which asks the public to Face Off to the pig industry.

2016

Viva! launch their ‘Cracked’ campaign, filming undercover on egg farms and taking the footage on the London Underground.

2016

A trailblazing report, The Incredible Vegan Health Report launches – based on the latest scientific research exploring why vegan diets are the best for your health.

2016

Viva!’s Vegan Recipe Club hits 50,000 followers. The recipe club is still going strong today and has many hundreds of tried and tested recipes.

2017
2017

Viva! launch the UK’s first vegan cinema advert, using footage from the investigations and their rescue of a pig called Hope and her six babies.

2017

Victory as Lambrook Pig Farm closes, following a high-profile Viva! campaign.

2017

Juliet is joined by Peter Egan to protest the National Pig Awards in London.

2017

Viva! launched their Hogwood pig campaign. The campaign lasted over three years and ultimately Tesco and Red Tractor dropped the farm.

2018
2018

Viva! returns to Hogwood and organises over 150 demonstrations across UK cities outside Tesco stores.

2018

Viva! tours the UK in a vegan ice-cream van, Viva!licious, handing out dairy-free ice-cream to the nation!

2018

Viva! launched their TRASH campaign, with huge billboards and back-to-back radio, centred around the fact that 95,000 male calves are shot in a year, a useless by-product of the dairy industry.

2018

Viva! launches the first vegan YT ad – reaching over one million in a month.

2019
2019

Viva! extends their street outreach, handing out dairy-free cappuccinos and starting conversations about the dairy industry. Later in the year, Viva! gives out vegan hotdogs as part of ‘No Porkies’ and vegan milkshakes during the tour of UK universities.

2019

Tesco and Red Tractor drop Hogwood farm. Viva! begins producing their documentary HOGWOOD: a modern horror story.

2019

Viva! launches Vegan Now to a packed room at a press launch in Brighton, fronted by Michael Mansfield QC and is in every national newspaper. The campaign video hits one million views on YouTube.

2019

On World Vegan Day, Fearne Cotton and James May speak out to encourage people to go vegan for 24 hours, as part of Viva!’s #GoVegan24 campaign.

2019

Victory as Gravel Farm – a turkey farm – is dropped by Red Tractor, following an undercover investigation by Viva!.

2019

Viva! produces the first-ever YT Christmas ad to expose turkey farming.

2020
2020

Viva! launches 3 in 4 showing how pandemics emerge from trading wildlife or factory farming. It gains nationwide media coverage.

2020

Two videos are produced on the origins of coronavirus and why pandemics are caused by animal exploitation – both go viral being viewed by 2 million in a month.

2020

Viva! campaigns against Foston Pig Farm, holding demonstrations across UK cities.

2020

Viva launches HOGWOOD: a modern horror story, a new documentary voiced by Game of Thrones start Jerome Flynn about the notorious Hogwood pig farm

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