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About us

Viva!, 8 York Court, Wilder Street, Bristol BS2 8QH.
Tel: 0117 944 1000
Fax: 0117 924 4646
Viva! is a registered charity 1037486

» Viva! Staff

About Viva! and our founder and director, Juliet Gellatley


Juliet Gellatley
Juliet Gellatley


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, 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 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

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.

Viva!s Awards

Include the Daily Mirror’s Pride of Britain Linda McCartney Award for Animal Welfare; Indian Vegetarian Society’s Mahaveer Award for Education; Australian Wildlife Protection Award; Vegetarian Society Award for Achievement.

Viva!’s Campaigns for the World

We are determined to end cruelty to animals and to work for a saner, sustainable future. Through our  solid research, undercover exposes and professional media skills, we are bringing the reality of modern farming into people’s homes. We have enlightened millions, shocked most and changed the diets of many. We have had many successes. Support Viva! and help us achieve even more.

See more details of our many campaigns.

For more information on every aspect of the why’s and how’s of going and being veggie or vegan, see the range of Viva! guides available.

In addition to campaigning, Viva! produces and distributes info on how to become veggie and vegan.

Viva!’s Incredible Vegan Roadshows

Since Viva! launched the Incredible Vegan Roadshows in October 2004 (previously called Incredible Veggie Roadshows), 45,563 people have attended the events, with an average 10 per cent pledging to go vegetarian or vegan, and many more promising to eat less meat, fish, eggs and dairy, which means millions of animals have been saved.

Our Incredible Vegan Roadshows have been so successful that we are continuing our tour of Britain - and one will be near you soon! It promises to be a magnificent day out! Read more about Viva! Roadshows

Viva!’s Incredible Vegan Roadshows are fun, upbeat and entertaining and are aimed not just at veggies and vegans but also meat eaters and meat reducers. Our aim is to swell the number of people giving up animal products as it’s the surest way of saving animals from suffering. In fact, The Incredible Vegan Roadshows provide all the information anyone could ever want about going, being and staying veggie – or moving in that direction. We hope to see you at our next Show!

Viva! - Cause Celebre

Viva!'s active and high profile campaigns have attracted the support of many well known and well respected people. – see Celebrity Supporters

Fearne Cotton, TV presenter

“Being a veggie is so easy and great. I'm against animal cruelty and that’s why I support Viva!.” Fearne Cotton, TV presenter

Martin Shaw, actor

“Viva! is absolutely vital. Through commitment and dedication it is helping to change society.” Martin Shaw, actor

“We can make a difference and end cruelty to animals. And Viva! is right there, spear-heading the movement for change. Join Viva! now!!” Joanna Lumley, actress

“We all need Viva! to succeed – please join."
Benjamin Zephaniah, poet and musician

“You save a lot of lives by going vegetarian – and many more by joining Viva!.” Lead singer and guitarist, Goldfinger

“I love Viva! because you get things done! You have my full support.” Heather Mills, patron of Viva!, landmines campaigner and UN Goodwill Ambassador