VIVA! TAKEAWAY THE MEAT
Bringing Viva's animal welfare mission to mainstream audiences through award-winning storytelling
Skylark Media produced an integrated TV charity ad campaign for Viva! — a UK vegan charity. The Takeaway the Meat campaign combined a 30-second TV spot, crowdfunding activation and social content to fund and amplify Viva!’s first-ever television commercial. The ad premiered on Channel 4 on Valentine’s Day, reaching over 16 million viewers and winning Silver and Gold at The Drum Roses Awards.
The Problem
The challenge
Viva!’s challenge wasn’t reaching vegans – it was reaching everyone else. Meat-eaters are notoriously difficult to shift. Moreover, heavy-handed messaging tends to entrench attitudes rather than open minds.
So the integrated TV charity campaign needed to do something harder: connect with mainstream audiences without preaching, while also mobilising Viva!’s existing supporters to crowdfund the media spend for the charity’s very first TV commercial.
Our approach to integrated TV charity ad campaign production
The creative insight was simple. Many meat-eaters are also pet owners. Skylark built a 30-second spot around a young couple ordering from a fictional food delivery app – Just Meat – while petting their dog. When a piglet arrives on the doorstep alongside a complimentary meat cleaver, the connection lands. No lecture needed.
Rather than launching on TV first, Skylark structured the campaign to build from the inside out. The ad launched online as a crowdfunding vehicle, mobilising Viva!’s community to raise the media spend needed for broadcast. As a result, the audience became part of the campaign before it even aired.
From crowdfunding to Channel 4
Once the crowdfunding target was met, the ad premiered on Channel 4 on Valentine’s Day. Furthermore, Skylark produced multiple spin-off edits and graphic GIFs to extend the campaign across social – sustaining momentum well beyond the broadcast window.
The crowdfunding campaign exceeded its media target. Subsequently, the ad premiered on Channel 4 on Valentine’s Day – reaching over 16 million viewers across two weeks on Channel 4 and associated channels.
Digital engagement hit 7.3%. Coverage spread across both mainstream and specialist media. The campaign also won two Drum Roses Awards: Silver for TV and Gold for Animation. Judges praised its simple effectiveness and the way Viva! activated its community to amplify reach.
