Print ad: Viva: Sheep Are Lions Too

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Top 6: September 7th 2022

Viva!, the UK’s leading vegan campaign charity, has launched new creative work in partnership with McCann Birmingham to challenge people to reconsider their perception of speciesism, and go vegan. Launched ahead of World Day for the End of Speciesism (27th August), 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.