VL67 p1-19.qxp_VL41 redesign new 13/03/2018 12:01 Page 12
Saturday night
at the movies… …and lots of other nights as Viva!’s cinema ad appears across Britain A massive thank you to everyone who supported our campaign to launch the world’s first vegan cinema ad. YOU made Hope and her piglets FAMOUS. For five weeks over Christmas and New Year, we brought Hope to millions of meat-eating cinemagoers. Viva!’s cinema ad was shown over and over again at more than 1400 different screens across the UK! The response has been overwhelmingly positive and exciting. One small but important example – I took 12 teenage boys to see Star Wars, Thor and Jumanji (lucky me!), knowing that they’d also see Hope! I was really moved by their responses. My sons, who are blisteringly honest, said it was a brilliant ad that made them glad they never ate animals while their meat-eating mates were bowled over. They all said it was cool to go vegan and I later found out that one has gone vegan and another was ‘giving it a try cos it’s the best way to clear up (and I quote) the menace and mess of the human race’. And, of course, he’s right, going vegan is the most positive step any of us can take to save animals and our world. The films shown over the Xmas period appealed to a massive audience of teenagers as well as 20 and 30 somethings. It was so exciting to get messages of support from people across Britain who had never contemplated being vegan before they saw the Hope ad. The contrast in our footage, of rescued mother pig, Hope, dancing with joy on her release from giving birth in a concrete cell with the desperation of poor little piglets stacked in cages – all Red Tractor and supermarket approved – moved the nation. The cinema ad also made its own news – including triggering a piece on BBC Online News, being the number two most viewed item of the day on December 22! So again, on behalf of Viva! and Hope and her
12
life
piglets, thank you for making this happen. Their five weeks of fame has brought a message of empathy for our fellow animals into the national consciousness and we’re so grateful for your support with this ground-breaking campaign. B y J u l i e t G e l l at l e y t The Hope cinema ad compares the lives of factoryfarmed mothers… …to the idyllic life of rescued pigs (here, Hope’s daughter Lily Bubbles with Juliet) q