Bring hope to millions

Bring hope to millions

In September 2017, Viva! launched a campaign to raise enough money to bring the first VEGAN cinema ad to the UK. One month and over 1,400 donations later, we smashed the goal! The cinema ad launched nationwide on 1st December 2017. See below to find out how you can see it on the big screen!

SUCCESS! Thanks to your support, we raised £102,084!

The crowdfunding for this campaign has now ended.

The UK’s first ever VEGAN CINEMA AD launched on Friday 1 December 2017 and we’re now


with the showings!

A massive thank you to everyone who supported our campaign to launch the world’s first vegan cinema ad. YOU made Hope and her piglets FAMOUS.

Just scroll down to the ‘about’ section to view the online version of the ad.


Over 1,400 people came together to make this happen.


On 17 October 2017, Viva!’s groundbreaking crowdfunding campaign ended having raised over £102,000 to fund the UK’s first ever vegan cinema ad.

The advert has been created by Viva! and shows the powerful contrast between the life of Hope – a mother sow rescued from slaughter with her six piglets – and the lives of other mother pigs on factory farms.

Most pigs in the UK are intensively farmed – enduring a life of overcrowding, disease, filth and confinement. The ad asks viewers to try vegan, highlighting the link to tasty vegan recipes at

The ad launched 1 December and is being shown in cinemas nationwide throughout the Christmas period, finishing on Thursday, 4 January.

Viva!’s biggest campaign was supported by the vegan community and vegan businesses. The total was reached with donations from over 1,400 supporters.

The ad showed with amazing blockbusters like Star Wars: The Last Jedi!


Thank you for helping Viva! Bring Hope to Millions

You have helped bring a powerful message about the obscenity of factory farming to millions of meat eaters around Britain. You have helped us create amazing publicity for veganism and the power of vegans joining together!

Thank you to everyone who supported this campaign to create a kinder world for all animals.

My Story

I’m Juliet. Twenty three years ago, I was inspired to found Viva! and, with the help of supporters like you, we’ve done a huge amount to investigate and expose animal cruelty and to be the voice of the voiceless.

Juliet - Dean Farm Witnessing the reality of factory farming, I have always wanted to rescue animals. Then, earlier this year, we were able to rescue a sow and her six piglets from a pig farm. It was a very emotional moment for me, when we brought them to the sanctuary – their forever home.

We named the mother Hope. Amidst the joy, however, I was painfully aware of all her caged sisters on factory farms whose life is little more than hell – stench and filth and having to watch their babies taken from them every time they give birth.

Hope now has her family forever and they are safe and happy living in the rolling hills of the Welsh countryside. But, we want to save every pig – and bring hope to every farmed animal.

In a world inundated by advertising, it takes something unique to make people stop and listen. Hope’s rescue has given us the opportunity to do just that. So, we created a campaign we’ve named Hope Not Hell, to contrast Hope’s new life with the lives of the mothers on factory farms.

Hope with ButtercupsThis is the message that will make a difference. We want to get this campaign out to as many people as possible. So, I’m bringing my dream to you. We want to bring Hope not Hell to over two million cinema-goers.

Help us 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. Help us bring this message of Hope to normal, everyday people while they’re really paying attention.

Never before have pro-vegan advertisements been shown in this way. We’re going to be the first to bring the message into the mainstream in such a powerful way.

We know people can change the world. We know that we can make this world a kinder, better place for all humans and animals.

All we need is your help.

Be part of something huge. Help us show two million people they can bring Hope to millions too.



Juliet Signature

About Hope and this Campaign

Hope’s family is unique. She and her piglets are only alive today because people like you came together to help us rescue her and provide for her future. Now, thanks to these amazing supporters, she lives happy and free with her growing babies in her forever home.

Since we rescued Hope, in February this year, we have seen just how her happy new life can capture hearts and minds and help people change how they live.

We want to bring people the truth – and show them the contrast between Hope’s life and the lives of the mothers who live each day under the shadow of their own deaths.

Our campaign, Hope not Hell, will bring this contrast to life and share it with as many people as possible.

Generous donors are supporting us to bring these stories to the eyes and ears of thousands of people through leaflets and other adverts. But, we’ve saved the best for you.

What do we get for the targets?

We have the chance to bring this contrast, in video, to a guaranteed audience of over two million cinema-goers.

Here’s a breakdown of our targets:

  • For £50k, we will reach 1,000,000 people.
  • For £75k, we will reach a further 600,000 people.
  • For £100k, we will reach another 600,000 people.

We’re approximating, but the total audience reached will be 2,205,388 people.

This is a pretty good deal. That’s less than 5p per person!


naming collage fundraising


Be part of helping us to change the world

Cinema Ad Listings

The ad was shown in the following cities, cinemas and films in the second week, between Friday 15 December 2017 and Thursday 21 December 2017.

We recommend searching for your city to view the details for that location. All locations are listed alphabetically.

Download full list



22nd December 2017

Hope continues to mingle with the stars of the silver screen on 833 screens this week! Not only that, the campaign has been such a success it’s made the BBC – with this video being one of the most watched of the day!

BBC Hope

See the about section for the full listings and join us at the cinema this Christmas.


Crowdfunding Team, Viva!



14th December 2017

We’re now in our third week of showings and our cinema ad will be shown at 931 screens – including on HUGE blockbusters like Star Wars: The Last Jedi. See the about section for the full listings and join us at the cinema this Christmas!


Crowdfunding Team, Viva!



7th December 2017

We now have the second week of showings in place and we’re so excited about it! We’re showing at 1,476 screens nationwide this week, on big blockbuster films such as Star Wars: The Last Jedi and Jumanji: Welcome To The Jungle – everywhere from Aberdeen to Ystradgynlais, as well as Manchester, London, Glasgow and almost every big city you can think of.

This is all possible because of the support of the 1,400 people who supported this amazing campaign. We can’t thank you enough!


Crowdfunding Team, Viva!


WE HIT £100k!

17th October 2017

Thanks to all of the amazing people who have supported this campaign, we hit £100k! This means we will get our cinema ad to 2.2 million people!

Thank you everyone who has supported this campaign by donating and sharing. We couldn’t have done it without you.

Keep an eye out for updates about our cinema ad campaign. If you’d like to sign up to find out more, use the link next to the video above to let us know (don’t worry – if you clicked ‘yes’ to campaign updates, or you’ve already signed up, there’s no need to do it again).


Crowdfunding Team, Viva!


We’re SO Close!

16th October 2017

Thanks to all of our amazing donors, we’re so close to our final goal! Help us ensure that we reach £100k by donating / sharing. This is the final days and we must close the campaign at midnight tomorrow. Please tell all of your friends!

Thank you so much for all of your help. Thanks to everyone donating and sharing, we’re actually going to hit our ultimate goal!!


Crowdfunding Team, Viva!


We Hit Our Second Goal!

14th October 2017

Thanks to all of the amazing people who have supported this campaign, today we hit our second goal of £75k – allowing us to reach 1.6 million people!

We love you all! Thank you so much for your support! Please keep it coming and help us reach £100k!


Crowdfunding Team, Viva!


Plant Based News Covers Our Success!

13th October 2017

With our first goal of £50k firmly in the bag, our ad will now reach a guaranteed one million people! Plant Based News cover our story. Read the article here:


Crowdfunding Team, Viva!


We’re Smashing It!

12th October 2017

Today, we received word from another amazingly generous anonymous donor – who has decided to donate a whole £10,000 to this campaign! Of course, even that donation has been matched by our matching funder. This shoots our total ahead to a an amazing £68,000 – only a little way away from our second goal of £75,000.

Thank you so much to everyone who has supported this campaign so far. We love you all!


Crowdfunding Team, Viva!


Hello Brighton!

8th October 2017

We attended the amazing Brighton Viva! Vegan Festival this weekend and we were bowled over by the support we received. We met so many lovely people and had such amazing conversations.

Thank you to everyone for being so lovely!


Crowdfunding Team, Viva!


Donations Matched: We’ve Reached £40,000!

4th October 2017

Thank you to our generous anonymous donor who matched all of the donations to this campaign today! We’ve now reached an amazing 40% of our target. We’re only around £9,000 away from hitting our first goal of £50k, which will allow us to reach a guaranteed audience of one million cinema-goers!

Thank you to everyone who has donated so far. Thank you for being part of something amazing.


Crowdfunding Team, Viva!


Thank you for helping us reach £18,000!

28th September 2017

A huge thank you to all of our amazing donors. We’ve reached a stunning £18,000 only eight days into the campaign!

Only £500 of that total has been matched by our anonymous donor, so far, so we’re even further ahead than you think! Because this donor is matching every donation, we only have to reach £50k in direct donations on this page to meet our £100k target.

Then we will be able to bring the first ever vegan cinema ad to the UK!

Tell all of your friends to come check out the campaign! Let’s hit that target!

We love you all.


Crowdfunding Team, Viva!


Hope Gets Her Own Message Out!

27th September 2017

Spent a lovely morning at the Sanctuary with Hope to get this amazing picture. Look at her adorable yawn!

Hope and Sign

Crowdfunding Team, Viva!


Amazing Media Coverage!

21st September 2017

The London Economic covered Bring Hope to Millions with a great article including some tasty pictures of vegan food! Read the article.


Crowdfunding Team, Viva!


We Raised Over £9k In One Day!

21st September 2017

Thank you so much for your support of this project. The response has been spectacular and we’ve already raised over £9,000!

You’re all amazing! Thank you for being part of this campaign!


Crowdfunding Team, Viva!


Plant-Based News Covers Our Campaign!

20th September 2017

Lovely article appeared in Plant Based News on launch day for Bring Hope to Millions. Thanks to everyone for making the campaign so popular!

Read the article!


Crowdfunding Team, Viva!


An Amazing First Day!

20th September 2017

We’ve hit a spectacular £5000 in a single day! Thank you to all of you who have donated and shared the campaign so far. You’re all amazing and we couldn’t do it without you.

Let’s get this vegan cinema ad going!


Crowdfunding Team, Viva!


Campaign Launched!

20th September 2017

We’ve launched our biggest ever campaign and we’re off to a flying start! Thank you to everyone who has already donated – please share all you can (using the buttons above) and help us bring Hope to two million cinema-goers!

All the best – and thank you!


Crowdfunding Team, Viva!


Supporters (1490)

See our 1490! supporters clicking here



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