Help Viva! Expose the Shocking Truth About Dairy
Hard-Hitting New Cinema Advert Reveals the Dark Side of Dairy
Viva! is on a mission to change how the world views dairy – forever. With your help, our latest cinema advert has the potential to reach over one million people across the UK and will confront audiences with a stark truth: the dairy industry thrives on suffering. But we can’t do it without your support.
We need to raise £40,000 – and thanks to a generous high donor who will match every pound raised – every donation will double in impact. This means your contribution could help us reach twice as many people with our life-changing message.
Take action today.
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A Story That Will Stay with Audiences Forever
The 62-second advert is part of Viva!’s groundbreaking Dairy is Scary campaign. It begins in a baby’s nursery, where a mother lovingly says goodnight to her child. The scene radiates warmth, safety and loving care.
But this tender moment takes a chilling turn. Suddenly, the baby disappears, replaced by a shadowy figure clutching a milk bottle. In a haunting voice, the figure declares:
“You can’t keep your baby because we want your milk.”
The scene shifts to the heartbreaking reality of dairy farming. Audiences are shown a bewildered, helpless male calf – separated from his mother, alone and confused. Born into a system that deems him worthless because he cannot produce milk, his future is grim: slaughter as a by-product of milk production.
The screen fades to black, leaving viewers to wrestle with an urgent and haunting question:
“What happens to him next?”
This is no ordinary advert. It’s a visceral wake-up call that cuts through the noise and challenges people to rethink the dairy industry and its devastating impact on animals, the environment and human health.
Why this Campaign is so Important
Behind every glass of milk lies a story of immense suffering:
Mothers and babies torn apart: In the dairy industry, calves are taken from their mothers just hours after birth, causing intense distress for both
Lives discarded: Male calves, unable to produce milk, are considered waste. Their short lives often end with some being shot
A hidden truth: The dairy industry depends on people not knowing the full story!
The cruelty is systemic and the suffering is immense. Yet, the dairy industry is shrouded in misinformation, with marketing campaigns selling an idyllic image of happy cows on lush green fields. The truth is far more harrowing – and this advert lays it bare.
Viva!’s founder, Juliet Gellatley, says:
“The dairy industry hides its cruelty in plain sight. With this campaign, we’re shining a light on the truth that’s impossible to ignore. Together, we can inspire millions of people to choose compassion and rethink their relationship with dairy.”
Why Cinema?
Cinema is a uniquely powerful medium. Unlike social media, where content can be scrolled past or muted, cinema captivates audiences in a distraction-free, immersive environment. This means the message hits harder and lingers longer.
Studies show that 87 per cent of cinemagoers recall ads weeks after watching them. By placing this advert in cinemas across the UK, Viva! ensures that the shocking truth about dairy cannot be ignored.
How You Can Help
We MUST raise £40,000 to fund this vital campaign. Every pound will go directly towards securing prime cinema slots across the UK, ensuring this powerful message reaches as many people as possible. And thanks to a high donor matching every donation, your gift will go twice as far.
Here’s how you can support this critical campaign:
Donate Today: Every contribution, big or small, helps us place this advert in cinemas and reach audiences who need to see it most
Spread the Word: Share this campaign with your friends and family and on social media networks. The more people we reach, the greater the impact
Join the Movement: Visit viva.org.uk/scarydairy to learn more about the campaign and find resources to help you or others go vegan
The Power of Your Support
This isn’t just about an advert; it’s about saving lives and creating a kinder, more compassionate world. With your help, we can:
- challenge misconceptions about dairy and expose the hidden cruelty behind the industry
- inspire people to make more compassionate choices at a time when plant-based alternatives are more accessible than ever
- spark a nationwide conversation about the ethical and environmental impact of dairy consumption
The dairy industry thrives on silence. But together, we can raise our voices louder than ever and ensure the truth is heard.
Please Act Today!
This is your opportunity to create real change. By donating, you’ll help us expose the truth about dairy to over one million cinemagoers across the UK.
Your contribution will challenge perceptions, inspire action and save lives. Together, we can build a kinder future where cruelty is no longer a part of our diets. Please, no matter how big or small, donate today for the sake of the animals.
Support Viva!’s Dairy is Scary campaign now at viva.org.uk/cinema-ad
Let’s be the voice the dairy industry can’t ignore.
| Everyone who donates over £25 are in with the chance of winning 2 x Vegan Camp Out tickets. The winner will be randomly selected from all donors who have donated over £25. They will be contacted by Viva! on Wednesday 19 March. |
Thank you to everyone who donated! The names of our supporters will be updated here each day.
| Name | Amount | Message |
| Anonymous | £10 | |
| Anonymous | £5 | |
| Anonymous | £500 | |
| Anonymous | £5.00 | |
| Malin Brannegård | £10.00 | |
| Richard Fogarty | £25.00 | |
| Anonymous | £25 | |
| Anonymous | £5.00 | |
| Louisa Adams | £15.00 | Help spread awareness about the brutal dairy industry! |
| Antonia Omirou | £10.00 | |
| Jody Wilkins | £5.00 | I really hope this comes to fruition. Such a cruel industry!! Go vegan! |
| Isabella Baileu | £5.00 | |
| Csontos Gábor | £50.00 | |
| Emma Wakeham | £5.00 | |
| Anonymous | £5.00 | |
| Zoe Rawlings | £10.00 | |
| Anonymous | £10.00 | |
| Anonymous | £5.00 | |
| Jana Reinhardt | £25.00 | |
| Verity Newton | £10.00 | |
| Anonymous | £25.00 | |
| Anonymous | £50.00 | |
| Suzanne Prince | £25.00 | Fantastic ad, I hope it gets into the cinemas |
| Anonymous | £5.00 | |
| Anonymous | £10.00 | |
| Anonymous | £10.00 | |
| Anonymous | £15.00 | |
| Anonymous | £10.00 | |
| Maggie Richards | £12.00 | Looking forward to ending animal agriculture together! |
| Anonymous | £25.00 | |
| Anonymous | £25.00 | |
| Willow Boyle | £25.00 | |
| Victoria Featherstone Pearce | £25.00 | |
| James Shipway | £25.00 | The evidence is clear – nobody needs to be consuming dairy and the price animal pay so they can is unacceptable. I donated today to help Viva! get this message out to people who need to hear it so that they might question and change their choices. |
| Sue House | £25.00 | Such a powerful message. Hope it get to cinema. |
| Anonymous | £5.00 | |
| Anonymous | £5.00 | |
| Anonymous | £50.00 | |
| Nadine Goodfellow | £50.00 | |
| Graham Hilling | £20.00 | |
| Anonymous | £5.00 | |
| Virginia Bell | £20.00 | |
| Anonymous | £12.00 | |
| Anonymous | £25.00 | |
| Anonymous | £5.00 | |
| Peter Morrow | £5.00 | |
| SUSAN BAILEY | £100.00 | Please, please donate as much as you can – people know about slaughterhouses but there are many people who think that dairy farming is a pleasant time for the cows!! |
| Anonymous | £10.00 | |
| Anonymous | £25.00 | |
| Anonymous | £5.00 | |
| Anonymous | £10.00 | |
| Anonymous | £5.00 | |
| Lucille Conroy | £50.00 | |
| Anonymous | £100.00 | |
| Anonymous | £100.00 | |
| Anonymous | £10.00 | |
| Rachael Cann | £10.00 | |
| Anonymous | £20.00 | |
| Anonymous | £25.00 | |
| Anonymous | £5.00 | |
| Lesley Taylor | £25.00 | Such an incredibly important thing to be doing. People’s comfortable ignorance needs to be dispelled. Thank you from the bottom of my heart Viva ‚ù§Ô∏è |
| Anonymous | £25.00 | |
| Julia Stobie | £25.00 | |
| Anonymous | £25.00 | |
| Anne-Marie Wadsworth | £10.00 | |
| Yasmin Taylor | £15.00 | Please donate as we are surrounded by lies peddled by the dairy industry . People need to wake up to the fact that dairy is as bad if not worse than the meat industry. |
| Anonymous | £5.00 | |
| Anonymous | £100.00 | |
| Anonymous | £10.00 | |
| Anita Ghafoor | £20.00 | |
| Anonymous | £50.00 | |
| Jenny Skelton | £5.00 | |
| Anonymous | £10.00 | |
| Gary Beeston | £10.00 | |
| Caroline Kitching | £25.00 | This is a brilliant ad – short, hard-hitting without laboriously and off-puttingly spelling out the conclusion. No one will have time to switch off and avoid the truth |
| Anonymous | £15.00 | |
| Ruth Jenkins | £25.00 | Wonderful work! Here’s to spreading the message. |
| Anonymous | £10.00 | |
| Jacob Sanders | £100.00 | Thank you VIVA for getting the reasons for not using animal breast milk into the public eye – at last! |
| Anonymous | £25.00 | |
| Anonymous | £10.00 | |
| Anonymous | £10.00 | |
| Pauline Moylan | £25.00 | |
| Anonymous | £25.00 | |
| Paul Soane | £25.00 | Hidden horror. Must be exposed |
| Anonymous | £5.00 | |
| Anonymous | £10.00 | |
| Sarah Gard | £5.00 | |
| Tracey Neale | £25.00 | Humans have made animals slaves … they imprison dairy cows, guilty of nothing, to a life of horror and misery… they are innocent sentient beings |
| Anonymous | £25.00 | |
| Anonymous | £5.00 | |
| Lisa Mundy | £10.00 | |
| Anonymous | £5.00 | |
| Anonymous | £50.00 | |
| Anonymous | £25.00 | |
| Richard Ross | £25.00 | A good initiative. |
| Anonymous | £10.00 | |
| David Grimsell | £25.00 | So much cruelty and disregard for the lives of the cows and calves that occurs behind the scenes. The dairy industry is a relentlessly dishonest one. |
| Ewa Basinska | £25.00 | For the Animals! Let’s reveal the cruelty behind milk and cheese |
| Jess Grundy | £25.00 | |
| Elaine Willingham | £25.00 | |
| Ronnie Lee | £20.00 | Please donate. This ad could result in a large number of people becoming vegan. |
| Jasper Thwaite | £25.00 | |
| Anonymous | £25.00 | |
| Denise Ferrari | £25.00 | Please, this is important. Everyone should know and you can help. |
| Anonymous | £12.00 | |
| Louise Anna Lake | £10.00 | Thank you Viva! for such a thought provoking advert, let’s see more of this and less of the lies told by the dairy industry. |
| Nigel O’Donnell | £10.00 | VFTA |
| Anonymous | £5.00 | |
| Anonymous | £5.00 | |
| Ali grigson | £25.00 | This is important work – thank you Viva |
| Anonymous | £50.00 | |
| Anonymous | £50.00 | |
| Anonymous | £20.00 | |
| Anonymous | £10.00 | |
| Nicola Glen | £10.00 | I have trailed 14 day old male dairy calves, who were ripped from their mothers, over hundreds of miles, over many days across Europe, and beyond. Only to be treated like crap along the way, kicked and beaten and starved. Then incarcerated in barren cages for months before being killed for their flesh. Humans need to wake up to the abhorrent and violent dairy industry. Nothing good comes from dairy! |
| Carol Rowe | £25.00 | Most people are blissfully ignorant of the cruelty behind the bottle of milk they purchase, hopefully this will raise awareness and change their attitudes and habits. |
| Anonymous | £10.00 | |
| Rebecca Lewis | £50.00 | Thank you for your tireless work. It’s time for this insanity to end. |
| Pauline Fitzpatrick | £25.00 | ALL mother should be treated with care and respect!!! |
| Anonymous | £25.00 | |
| Dawn Homer | £10.00 | |
| Anonymous | £5.00 | |
| Ch St | £5.00 | Everybody needs to know how cruel the dairy industry is |
| Gail Barber | £10.00 | This is a great way to reach the general public, let’s make this happen! |
| Anonymous | £25.00 | |
| Anonymous | £10.00 | |
| Anonymous | £50.00 | |
| Anonymous | £10.00 | |
| Anonymous | £5.00 | |
| Clive Manners | £100.00 | |
| Anonymous | £5.00 | |
| Anonymous | £26.00 | |
| Mick Bushnell | £10.00 | |
| Anonymous | £5.00 | |
