What we do

Our work

  • So cruel it is illegal to produce in the UK, but not illegal to import it. Where's the sense in that?

  • Each year, around 18 million turkeys are slaughtered in the UK – with around 10 million killed for Christmas alone.

  • This cruel trade of live turtles is not only an animal welfare nightmare, it is also an ecological disaster.

  • Badgers are under threat because of the dairy industry. Find out why and what you can do to save them!

  • Our Cracked campaign looks at the short lives of British hens. See our shocking undercover investigations ...

  • Killed at just six weeks old, chickens raised on most British farms suffer a short life of confinment.

  • Beef cows are bred simply to eat, get big and die. They gain weight quickly and are ready for slaughter at only 11 to 12 months old.

  • Dairy cows are kept in a cycle of near constant pregnancy and lactation (meaning huge stress, often leading to disease).

  • Crocodiles are taken from the wild confined in an unnatural habitat for the rest of their lives. Just for a novelty meat.

  • Britain’s favourite wild bird has been forced out of the ponds and crammed in their thousands into factory farms. No water, no life!

  • Global warming, water pollution and many more environmental issues are closely tied to the food we eat.

  • Most animals bred for meat in Britain are factory farmed. Find out why we say Cruel Britannia.

  • Some people who give up eating meat continue to eat fish in the belief that is less cruel. Nothing could be further from the truth.

  • The best way to end animal suffering is to go vegan - or at least take steps in that direction.

  • Think goat's milk is kinder? Think again. More mutilations, early death and suffering.

  • Viva!'s campaign has helped to save 70,000 annually. Every year, 30,000 'meat' horses leave Poland for Italian abbatoirs.

  • Help us end the War on Wildlife - in Britain and further afield ...

  • Shot in their thousands in the Outback for a 'novelty' meat. Baby joeys are pulled from their dying mothers pouches and killed.

  • The Government, National Farmers Union and dairy farmers all support live calf exports. Find out what you can do to help.

  • In restaurants live animals are waiting to die. In tanks live lobsters and crabs are on sale to whoever wants to buy them.

  • In Britain ostriches are penned up, their eggs taken away and their chicks killed at one year old.

  • The sad life of most British pigs is one of confinment, mutilation and early death. Close Britain's pig slums!

  • Reindeer are gentle animals, increasingly subjected to - and stressed by - modern herding methods.

  • The free-range nature of these farmed animals hides a litany of suffering.

  • All farmed animals end their life at the abbatoir. Read why there is no such thing as humane slaughter.

  • Native to North America, the grey squirrel was brought to Victorian Britain. Today they are often persecuted.

  • Each year wild boar are being hunted and shot. Boars are actually for the most part gentle and inquisitive.

About us


"Love animals, don't eat them!" Juliet Gellatley, founder & director, Viva!

Viva! is an active, vivacious organisation fighting to stop cruelty and harm to animals. We rely on public donations for our campaigns and outreach.

We promote and celebrate veganism - because exploiting and killing animals is wrong on many levels. Most farmed animals spend their short and miserable lives in the filth of factory farms and are killed with sickening barbarity. We expose this abuse by secretly going inside these shameful places and filming the suffering – publicising it with nationwide campaigns that bring about change.

  • Viva! also monitors the latest research from all over the world on health, and we have a very active arm, Viva!Health, showing how our diet can cause or prevent chronic diseases
  • We also help people change their diet, offering reassurance and practical advice. We provide info on every aspect of going towards or being vegan. People change at their own pace, we understand that!
  • Viva! also campaigns on the environmental devastation wrought by the meat, fish and dairy industries
  • Viva! organises demonstrations, events and imaginative national and local campaigns
  • Viva! needs your support to end the shame of animal suffering, to protect the planet and stop the killing

Viva! welcomes everyone on board! Our supporters are from every walk of life, with every type of diet but all on the same path towards a saner, wiser, kinder world.