The UK's first cinema ad 'could make you go vegan' - according to the BBC.
In a piece titled Why this pig could make you go vegan, the UK broadcaster says: "This Christmas, Hope the pig will be the star of the first vegan advert to be screened across UK cinemas.
"Hope and her piglets had never been outside until they were rescued from an indoor farm."
The ad was created after vegan charity Viva! raised more than £100,000 as part of its Bring Hope to Millions crowdfunding campaign.
It compares the difference between the life of Hope, a sow who was rescued by Viva! with her six piglets, and the lives of factory farmed pigs.
A Viva! spokesperson said: "Around 90 percent 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."
This week, Viva! Founder Juliet Gellatley publicly spoke out about the advert to people across the UK.
She told PBN: "I talked to over a million people this week on radio (via 17 shows one after another) about our Hope cinema ad.
"Her rescue - contrasted to the tragic lives of most pigs - will inspire people to go vegan."
You can watch the full advert here
The trailer has been produced by PBN Creative - you can find out more here
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.