First Vegan Cinema Ad now running
December 03, 2017 - GruntVeganfeature
Viva! is now able to bring their 'Hope not Hell' campaign to millions of cinema goers in the UK throughout the Christmas period, finishing on January 4, after a successful crowdfunding campaign in September. 1400 donations and a month later they smashed their goal and were able to raise more than £100,000.
The vegan advert, created by Viva! shows the powerful contrast between the life of Hope, a sow who was rescued by Viva! with her six piglets, and the lives of other pigs raised on factory farms.
Viva! reports that "ninety per cent of pigs in the UK are intensively farmed - enduring a life of overcrowding, disease, filth and confinement".
In disturbing footage, Juliet Gellatley shows via undercover video, the horrors of a "typical British pig farm".
Plutarch, a Greek historian, summed this up eloquently in his Essay, 'On the Eating of Flesh':
"but for the sake of some little mouthful of flesh, we deprive a soul of the sun and light, and of that proportion of life and time it had been born into the world to enjoy."
Juliet Gellatley, Founder and Director of Viva! said that the contrast between Hope's freedom and the terrible conditions on factory farms is their 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."
Cinema ad locations can be viewed here with following weeks set to be updated at a later date.
Read more about Hope's Story and rescue.