View the advert to see what happens when a piglet is delivered to a couple’s doorstep with a butcher’s knife.

Vegan animal welfare charity Viva! has launched its first-ever TV advert to encourage people to make the connection between the animals they choose to keep as companions and the ones that adorn their plates.

The charity plans to screen it on national television so that millions of meat-eaters get its vegan message.

Pro-vegan TV ad

The ad follows a meat-eating couple deciding to order a takeaway from delivery platform ‘Just Meat’. They decide on pulled pork whilst they snuggle their dog sitting beside them and race to the door when the delivery driver arrives.

However, the duo is shocked to find a small piglet on their doorstep with the delivery driver holding a butcher knife and announcing: “Just meat, delivered fresh to your door.”

The advert hopes to invite viewers to consider the morality of eating meat and help in changing their mindsets.

It will be screened just before Valentine’s Day on Channel 4 and its associated networks.

Speaking about the TV advert, Viva! Founder and Director, Juliet Gellatley, said: “To be a catalyst for change we recognise that we must stay ahead of the curve with our messaging, to have the biggest impact and reach as many people as possible.

“By broadcasting our first ever vegan TV advert on mainstream television, we’re hopeful we can give veganism the airtime it needs!”

Crowdfunder

The charity has also launched a Crowdfunder to cover broadcasting costs of the advert. It needs to raise £40,000 to screen it.

Amazingly, Viva! has also secured match funding from a donor plus a grant from Channel 4 which will take the total to a whopping £160,000 and allow the charity to reach a staggering 16 million viewers!

Gellatley added: “Most people in the UK despise cruelty to animals, yet simply don’t make the connection between animal cruelty and what is on their plate.

“If we can encourage people to think about what they consume, at a time when delicious vegan alternatives are widely available, we can play a part – on a national scale – in helping to change mindsets and save animals.”

She further said: “In addition to the shocking brutality forced upon animals farmed for food, the animal agriculture industry is wreaking havoc across our planet.

“It is the leading driver of wildlife loss and releases more greenhouse gases than the entire world’s transport sector.

“With delicious vegan alternatives widely available, there has never been an easier, tastier or more important time to go vegan.”

The Crowdfunder has already raised more than £4000 at the time of writing.

To learn more about the campaign or donate, click here.

• Read: UK government wants vegan alternatives to replace foie gras

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