About Viva!

Eating meat; fish and dairy causes environmental destruction, damages human health, contributes to global hunger and inflicts immense suffering on billions of animals across the world.

Viva! believes that the solution to all these problems is in our own hands: the best way to stop the destruction and the cruelty is to stop eating animals now – go vegetarian, or better still, vegan.

Through popular campaigns, solid research, undercover exposés and effective media skills we have brought the reality of modern farming into people's living rooms. We have enlightened millions, shocked most and changed the diets of many. You can help with these successes.

Viva! was founded in 1994 by Juliet Gellatley, who is the organisation’s director. She also founded Viva!’s sister group, a registered charity called the Vegetarian & Vegan Foundation, in 2002 – see www.vegetarian.org.uk)

“The most powerful action you can take to end animal suffering, improve your health, protect the environment and bring fairness to the world’s poor is to stop eating meat, dairy and fish. Support us and help Viva! campaign for a better world.”  Juliet Gellatley, Founder & Director of Viva!

Every year, one billion animals face the barbarity of slaughter in Britain, and a further 4.5 billion fish and 2.6 billion shellfish are killed for the UK. Most animals spend their short lives in misery, imprisoned in the squalor of factory farms. Many are fully conscious when they are killed by having their throats cut.

“The human appetite for animal flesh is a driving force behind virtually every major category of environmental damage – deforestation, erosion, fresh water scarcity, air and water pollution and climate change” (WorldWatch Institute, Washington). At sea, fishing has brought all the world's oceans to the point of collapse. Yet still politicians fail to act.

Millions of children in the developing world die from hunger - alongside fields of high-quality food, destined for the West’s farmed animals. The startling truth is that meat causes starvation.

The science is now overwhelming - vegetarians are healthier than meat eaters and are likely to live longer. Yet the food industry continues aggressively to promote animal products to our children, helping to destroy their health and threatening their future.

With the simple decision to stop eating animals, you cease to play a part in this destruction.  By supporting Viva! you are part of the fight back against cynicism, self interest and cruelty.

It is a fight for life!

What does Viva! Do? 

Viva! campaigns for a vegetarian/vegan world because most farmed animals spend their short and miserable lives in the filth of factory farms and are killed with sickening barbarity – see here. We expose this abuse by secretly going inside these shameful places and filming the suffering – publicising it with nationwide campaigns that bring about change. Billions of animals are also killed at sea causing immense suffering and the ecological collapse of the oceans - see http://www.viva.org.uk/guides/endoftheline.htm

Viva! monitors the latest research from all over the world on the environment and development issues and argues for change with hard science.

Viva! organises demonstrations and imaginative local campaigns to ensure the public know what’s happening in their area.

Viva! provides all the information and support necessary to help people change their diet because the best way to protect animals is to stop eating them.

Viva! needs your support to end the shame of animal suffering, to protect the planet and stop the killing.