Viva! has reached their target fund of £100,000 in its ‘Bring Hope To Millions’ Campaign and will now launch the UK’s first ever vegan cinema advert!
The ad will reach cinema goers from all backgrounds, urging viewers to see the reality behind UK factory pig farms, in contrast to the beautiful life that Hope and her piglets live at Dean Farm animal sanctuary. It will be followed by the message ‘Try Vegan’.
In order to get the ad out there, our ‘Bring Hope To Millions’ campaign was born and the challenge was to raise £100k in order to be able to show the ad in cinemas all over the UK.
An incredibly generous (anonymous) donor, who was completely blown away by the campaign, offered to match every single donation up to the value of £50k!
The campaign ran for four weeks with the hashtag #bringhopetomillions and had thousands more shares and likes on social media. The success of this campaign heralds a new era in which the power of community can rival even the meat-industry giants.
The great thing about this is that the ad will be seen a range of people, including those unlikely to otherwise find themselves viewing vegan-based information or videos.
The ad is intended to compel those who see it to acknowledge the reality behind UK factory pig farms. The lives of factory farm pigs will be shown in contrast to the far more idyllic and stress-free lives of Hope and her piglets who live at Dean Farm animal sanctuary.
The ad won’t be all doom and gloom though because the footage will be followed with the message ‘Try Vegan’ – encouraging people to make positive change.
Juliet Gellatley, founder and director of Viva! says:
“I am so excited! We have been empowered by the vegan community to bring Hope to the meat-eating masses – and who can resist her charm?… The contrast between Hope’s freedom and the terrible conditions on factory farms is an extremely poignant message. 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!”
Viva! has also said of the plan, “[w]e will show this powerful contrast of freedom and incarceration, joy and misery, pain and happiness to audiences that are four times more likely to be emotionally engaged than television audiences.”
They hope that this is the message that will ‘make a difference.’