Times are changing, there’s no denying it!
Viva! confirmed this month that they have hit their funding target and will be launching the UK’s first ever vegan cinema advert! The campaign will be called ‘Bring Hope To Millions’ Campaign and will highlight the contrast between pigs raised in factory farms, versus those in a farm sanctuary; it will be followed by the message ‘Try Vegan’.
The advert is intended to educate and influence the audience to acknowledge the reality behind UK factory pig farms. The lives of factory farm pigs will be shown in next to idyllic scenes of rescue pig Hope and her piglets who live at the Dean Farm animal sanctuary.
Juliet Gellatley, founder and director of Viva! says:
“I am so excited! We have been empowered by the vegan community to bring Hope to the meat-eating masses – and who can resist her charm?… The contrast between Hope’s freedom and the terrible conditions on factory farms is an extremely poignant message. 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! has also said of the plan, “[w]e will 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.”
The vegan movement is in full swing – it’s time to get on board!