Welcome to Viva!

Eating meat; fish and dairy causes environmental destruction, damages human health, contributes to global hunger and inflicts immense suffering on billions of animals across the world.

Viva! believes that the solution to all these problems is in our own hands: the best way to stop the destruction and the cruelty is to stop eating animals now – go vegetarian, or better still, vegan.

Through popular campaigns, solid research, undercover exposés and effective media skills we have brought the reality of modern farming into people's living rooms. We have enlightened millions, shocked most and changed the diets of many. You can help with these successes.

Latest news

'Humane slaughter' myth exposed

Government report highlights a catalogue of failings for British poultry

A recent report by the Government’s own welfare advisory body – the Farm Animal Welfare Council (FAWC) – on the annual slaughter of 853 million poultry in the UK, has lifted the lid on the brutal failings of UK slaughterhouses. The report states that "A wide variety of stunning and killing systems are used for poultry, and none is ideal", which we believe supports our claim that there is no such thing as humane slaughter. Viva! is calling for an urgent enquiry. Find out more here.

The report also calls for a ban on so-called religious slaughter without pre-stunning. Viva! has worked on this issue with the Independent, read the story published today (22 June) here.

EU Ban of Kangaroo Meat Just a Hop Away!

With cat and dog fur now banned across the EU – and a ban on seal products set to take hold next year – now it’s time to fight the largest massacre of land animals taking place on the planet today. Viva! is working with, and supporting, a new initiative by Australia’s Wildlife Protection Council to ban all kangaroo products (meat and leather) across the EU.

Over three million kangaroos are hunted each year, with an estimated 440,000 baby joeys adding to the brutal toll. Because to the cruel kangaroo trade they are commercially worthless, the young are pulled from their dying mother's pouches and decapitated or have their heads literally smashed in. This must stop. Viva! has fought hard – and with your support we’ve won! – to keep kangaroo meat out of much of Britain. If the trade is banned across Europe, it will potentially save the lives of millions of animals.

Please help us and the AWPC get the ball rolling. Sign the petition today – and send it to everyone you know!