Viva!, a vegan charity based in Bristol, will debut its much-anticipated vegan television commercial on Valentine’s Day.
Channel 4 and its affiliated networks will show the thought-provoking commercial.
The organization launched a crowdfunding effort to generate cash to air the commercial at the end of last year, and the initiative has already helped the commercial gain traction among vegans.
Viva! can now push the commercial into the mainstream after raising a staggering £80,000.
The commercial invites viewers to draw the dots between the food they eat and the animals they care about, and to consider being vegan.
As a couple considers which takeout to purchase, the commercial might be for any fast food delivery service, but it takes a grim turn when they order pulled pork from fake delivery app ‘Just Meat.’
When their ‘food’ comes, however, the couple is surprised to find a live piglet on their doorstep, as well as a delivery man handing them a complimentary butcher’s knife as a welcome present. Is it possible that they’ll slaughter this pig?
Juliet Gellatley, Founder and Director of Viva!, says of the TV commercial:
“To be a catalyst for change we recognize that we must stay ahead of the curve with our messaging, to have the biggest impact and reach as many people as possible… By broadcasting our first-ever vegan TV advert on mainstream television, we’re hopeful we can give veganism the airtime it needs!”
“Most people in the UK despise cruelty to animals, yet simply don’t make the connection between animal cruelty and what is on their plate… If we can encourage people to think about what they consume, at a time when delicious vegan alternatives are widely available, we can play a part – on a national scale – in helping to change mindsets and save animals.”
“In addition to the shocking brutality forced upon animals farmed for food, the animal agriculture industry is wreaking havoc across our planet. It is the leading driver of wildlife loss and releases more greenhouse gasses than the entire world’s transport sector… With delicious vegan alternatives widely available, there has never been an easier, tastier or more important time to go vegan.”
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