Viva! are Europe's leading vegetarian and vegan campaigning group. We expose cruelty through secret filming and save lives through pro-active campaigns and education. We also organise a variety of upbeat and informative events, including our regional Incredible Veggie Roadshows and national Incredible Veggie Show which have been attended by tens of thousands of people and saved millions of animals as a result of people pledging to go vegetarian or vegan on the day.