Plant Based News can exclusively reveal that the UK's much-awaited first vegan cinema advert will screen this Christmas.
The ad was created after vegan charity Viva! raised more than £100,000 as part of its Bring Hope to Millions crowdfunding campaign.
A Viva! spokesperson said: "Europe’s largest vegan campaigning charity, Viva! regularly campaigns to bring the truth about factory farming to new audiences – however this has been its most ambitious campaign ever.
"Launched in September 2017, the month-long campaign exceeded its target of £100,000 enabling Viva! to realise its goal and release its cinema ad across the UK in cinemas from 1 December 2017 to 4 January 2018."
The ad 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.
The 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."
Juliet Gellatley, Founder and Director of Viva! added:"The contrast between Hope’s freedom and the terrible conditions on factory farms is our 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."
The campaign, which ran for four weeks, was supported by the vegan community, as well as vegan businesses.
The total was reached with donations from more than 1,400 supporters.
The Viva! spokesperson says: "The success of this campaign heralds a new era in which the power of community can rival even the biggest meat-industry giants."
PBN's Co-founder and Digital Campaign Director Robbie Lockie edited the trailer for Viva!. He said: "I am so excited to see the short ad I edited for Viva! reach cinemas nationwide.
"What an honor and a privilege to be part of such a groundbreaking and historic campaign.
"Viva! has always been great to work with, and I look forward to us producing more interesting and creative ways to encourage the public to consider leaving animals off their plates."
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.
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