Part of our Scary Dairy campaign is exposing the cruelty that is inherent in the dairy industry. Read our founder Juliet’s story about what she discovered on one of our recent investigations.

Juliet says:

This year, I’ve spent many nights filming undercover at shocking dairy farms that supply some of the world’s biggest brands. The idyllic image of dairy farming that has been purposely fostered was shattered by what I found.

At one farm, an emaciated cow, bedraggled and depressed, limped by me. Her head was hanging low and she was barely able to walk. She was one of the saddest souls I have ever met.

We checked her ear tag and found that she had gone through four pregnancies. But, each time she gave birth, her calf would have been stolen from her within two days.

Another cow was lying in the straw and I could barely believe it – she was giving birth! Watching her was bitter-sweet. Like us, this mother had gone through a long, nine-month pregnancy and she was about to meet her baby.

It was a miracle to witness – but then came the nausea because I knew that, within a couple of days, her baby would be taken from her.

What happens to the calves?

If her baby is female, she’ll be isolated from her mum in a solitary hutch for two months. She then faces the same fate as her mother – near constant pregnancy until she collapses from exhaustion and is killed for low-grade beef.

If her baby is male, he would live a short life – killed for veal or ‘cheap beef’. Or, he will be shot in the head within days of birth and discarded as TRASH.

What can you do?

Thankfully, the public is beginning to open its eyes to the reality of the dairy industry. The purpose of these adverts is to expand that awareness - and to give a voice to the hidden victims of dairy. We want to bring the message about the cruelty of the dairy industry to millions of Britons, and help them go dairy-free.

Anything you can give will help. YouTube ads can cost as little as 2 pence per view - and reach people with a powerful message that they can't ignore.

These are exciting times because we are succeeding - but we need your help to step up our outreach and you can make this happen.

Give a Christmas gift to dairy cows and their calves everywhere. Help us change the world. Support Viva!'s campaign today.