Viva! was founded in 1994 by Juliet Gellatley, who is the charity’s director.
“The most powerful action you can take to end animal suffering, protect the environment and improve your health is to go vegan. Support us and help Viva! campaign for a better world.”
"Taking the life of an animal who does not want to die is a profoundly terrible act and yet committed so casually in our culture. Viva! nudges, cajoles, persuades, educates - we help people question a lifetime's worth of propaganda and make it easy to go vegan. If you believe in what we do, please join us. The animals need you - unity really is strength. In the last six months alone Viva! reached about 20 million people with our Face Off campaign. And society is changing. People are increasingly accepting the benefits of veganism; the tide is turning." 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.