UK’s first ever vegan cinema ads will be on screens this Christmas

Viva!’s ground-breaking crowdfunding campaign, Bring Hope to Millions, raised over £100,000 to bring the first ever vegan cinema ad to viewers this Christmas.

Europe’s largest vegan campaigning charity, Viva! regularly campaigns to bring the truth about factory farming to new audiences – however this has been their most ambitious campaign ever.

Launched in September 2017, the month-long campaign exceeded its target of £100,000 enabling Viva! to realise their goal and release their cinema ad across the UK in cinemas from 1 December 2017 to 4 January 2018.  The ad compares the difference between the life of Hope, a sow who was rescued by Viva! with her six piglets, and the lives factory farmed pigs.

Ninety per cent of pigs are intensively farmed, enduring a life of overcrowding, filth, confinement and mutilations. The ad asks viewers to try vegan, highlighting the link to tasty vegan recipes at viva.org.uk/easyvegan. Watch the cinema ad at www.viva.org.uk/bring-hope-to-millions.

Juliet Gellatley, Founder and Director of Viva! says:

“The contrast between Hope’s freedom and the terrible conditions on factory farms is our most powerful message yet. 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!’s biggest campaign was supported by the vegan community, vegan businesses and the total was reached with donations from over 1,400 supporters. With this stunning popularity, the campaign couldn’t have been anything but a success.

The campaign ran for four weeks with the hashtag #bringhopetomillions and had thousands more shares and likes on social media. The success of this campaign heralds a new era in which the power of community can rival even the biggest meat-industry giants.

Visit the page to find out more about where the ad can be seen.

www.viva.org.uk/bring-hope-to-millions

#bringhopetomillions

ENDS information:

Notes to editors:

For media enquiries or for high resolution promotional images please contact Justin Kerswell on 0117 944 1000 or email justin@viva.org.uk

To learn more about the British pig farming industry please read Viva!’s scientific research report: Pig Farming: An Inside Story