Campaign for vegan charity Viva! calls for end of speciesism

Published on August 25, 2022

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

Launching ahead of World Day for the End of Speciesism, 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 runs across OOH and social media.