Viva McCann Central

Vegan Charity Viva! Calls For End Of Speciesism

Created by McCann Birmingham, the campaign urges people to go vegan

By Creative Salon

Viva!, the UK’s leading vegan campaign charity, has launched new creative work in partnership with McCann Birmingham to challenge people to reconsider their perception of speciesism, and go vegan.

Launching ahead of World Day for the End of Speciesism (27th August), the striking creative replicates real photos of hunters – but instead of rhinos, zebras and lions, they stand proudly next to cows, pigs and sheep.

Speciesism refers to the ideology that the lives and interests of one species are valued over another. However, not all killings of animals receive the same response. From the outrage and legacy surrounding Cecil the lion, to viral reactions to the 137,000+ #TrophyHunter posts that exist on Instagram, the public have a significantly stronger response to the killing of ‘big game’ whilst often ignoring the killing of livestock.

Juliet Gellatley, founder & director of Viva! Said: “We believe the suffering of animals for food is no more justifiable than hunting for sport. This campaign shines a light on the connection between animal cruelty and what people are putting on their plates. Going vegan is the only way to show compassion to all animals.”

Adam Bodfish, executive creative director at McCann Birmingham said: “Images of hunters with lions or rhinos often generate a strong reaction, but when it comes to livestock many people look the other way. Finding a creative way to stop and make people think about the value of all species was a challenge the whole team embraced.”

The campaign will run across OOH and social media.


Executive Creative Director – Adam Bodfish

Creative team – Barrie Robinson and Tim Jarvis

Photographer – Ian Winstanley

Producer – Hannah Dale

Media – UM Birmingham

Senior Account Manager – Patsy Jogi

Managing Director (Advertising) McCann Birmingham – Rob Mustoe


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