Viva!, the UK’s leading vegan campaigning charity viva.org.uk, has announced the commencement of its Crowdfunder campaign. The campaign’s funds will be utilized to air the commercial on Channel 4 and its affiliated networks in February 2022.
Viva! has won match-funding from a donor which, if the campaign is successful will bring the total amount to £80,000. This will will help the ad to reach a staggering 8 million people. Viva! has also received a second grant from Channel 4, which will again double the total and mean the commercial will reach up to 16 million people!
The TV commercial depicts the decision-making process of a typical meat-eating couple as they choose which takeaway meal to order. They order pulled pork from the food delivery app ‘Just Meat’ while snuggled up on their sofa with their beloved dog.
When the delivery arrives, the couple rushes to the door, hungry for their “meaty” lunch. When the couple opens the door, they are greeted with a cute little piglet and a delivery man wielding a butcher’s knife who announces,
“Just Meat brought fresh to your door.”
The pair is taken aback and unsure of what to do. They’re not going to kill the cute little piggy, are they?
The new Viva! commercial encourages people to make the connection between the animals they choose to keep as pets and those destined for their dinner plates.
Viewers are encouraged to think about the ethics of eating meat, which will aid them in making the connection between animals and food. What is the solution? Of course, go vegan!
The commercial will air on Channel 4 and its affiliated networks just before Valentine’s Day.
Viva! has already used crowdfunding to make and screen the UK’s first vegan cinema advert, as well as raising £30,000 to create the multi-award-winning documentary HOGWOOD: A modern horror story.
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!
“Our crowdfunding aim is to reach £40,000. Once we reach this a generous donor has agreed to match-fund, taking the total to a whopping £80,000! Channel 4 has also offered Viva! a grant which will double this total again, allowing us to reach a staggering 16 million viewers.
“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 gases 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.”
Viva! needs your help to share this campaign with millions of viewers to evoke an emotional response to animal welfare and veganism on a national scale.
To donate or find out more please visit viva.org.uk/tv-ad.