Viva! Crowdfunds UK’s First Dairy Documentary to Counter Industry Messaging

Bristol-based vegan charity Viva! has launched a crowdfunding campaign on World Milk Day to finance what it describes as the UK’s first feature documentary dedicated entirely to the dairy industry. The campaign is seeking £25,000 in public donations, with a further £25,000 in match funding to be unlocked once the initial target is reached.

The film, titled What Do You Really Know About Dairy?, will draw on undercover investigations, expert interviews, and scientific research to examine dairy farming practices and the industry’s decades-long public relations efforts. According to Viva!, the documentary will cover three areas: the science behind dairy’s health claims, animal welfare conditions on modern farms, and the lobbying and marketing strategies that have insulated the sector from outside scrutiny.

Dairy as the last frontier

Viva! has previously conducted investigations into pig, chicken, and fish farming, but has not previously produced a full-length film focused on dairy. The charity argues that despite growing public attention to the environmental and ethical dimensions of food production, dairy has remained largely unexamined compared to other animal-derived industries.

The documentary intends to address topics including the repeated impregnation of dairy cows to sustain milk production, the separation of calves from their mothers after birth, and health claims that Viva! contends are at odds with current scientific evidence. The charity says its aim is to reach mainstream viewers rather than those already engaged with animal protection or plant-based diets.

Power to cut through the noise

Juliet Gellatley, Viva!’s founder and director, stated, “We believe this documentary has the power to cut through the noise, reach mainstream audiences and change the way people see dairy forever. We’re setting out to dismantle the pro-dairy narrative we’ve been fed for decades, bring the truth to light and empower animal-loving consumers to make informed, compassionate choices that align with their morals and beliefs, as well as being better for their health and kinder to the planet.”

The crowdfunding campaign launched on 1 June 2026, timed to coincide with World Milk Day, an annual event promoted by the dairy industry and its affiliated organizations.