Who we are

Halfway Heroes emerged from the success of our previous campaign 50 for Our Planet. Our focus then was asking restaurants to balance their menus and increase plant-based options. Now we’re calling on everyone to increase the number of plant-based meals they eat to help save our planet.

Halfway Heroes shines a light on the devastating environmental impact of animal agriculture and industrial fishing. The campaign is here to inspire action against the climate crisis, help us conserve our natural resources, protect our wildlife and improve your health in the process.

The climate crisis affects us all, regardless of background. Together, we have the power to make a difference – because ordinary people matter and our choices count.

Viva! is the UK’s leading vegan campaigning charity, specialising in undercover investigations and high-profile campaigns. Founded in 1994 by Juliet Gellatley, we have spent 30 years creating a kinder, more sustainable world for humans and animals alike. Viva!’s work is split into four sections: Viva! Animals, Viva! Planet, Viva! Health and Viva! Lifestyle. The Viva! Planet team is responsible for the Halfway Heroes campaign.

Viva! Planet highlights how livestock farming is destroying our planet. Animal agriculture lies at the heart of every environmental catastrophe, from climate crisis to wildlife loss. We present the latest scientific research on the issues and the solutions. Our campaigns, such as our award-winning Eating the Earth and Vegan Now!, encourage people to move towards a kinder, more sustainable diet by choosing vegan.

Want to hear more about Viva!’s work?

Whether we’re campaigning to end factory farming, creating delicious vegan recipes or discussing vegan health, sign up for our email updates and we’ll let you know what Viva!’s up to and how you can get involved.

Stay connected