“I am an eco-warrior, but I take long showers with a clean conscience because I’m vegetarian”, says Dame Vivienne in the spot, which she unveiled in a lunchtime launch at the award-winning gourmet vegetarian eatery tibits.
In the video, which she is screening in advance of World Water Day on 22 March, the designer draws attention to the huge amount of water used by the meat trade. Rivers are diverted for livestock factories, not only for the animals but also for crops grown exclusively to fatten them. A European study cited in the recent New York Times piece Meat Makes the Planet Thirsty reports that it takes 4 million gallons of water to produce 1 ton of beef but just 85,000 gallons to produce a ton of vegetables. Another UN study singles out the meat industry as one of the leading causes of climate change.
“By avoiding meat, you do more for the environment than recycling or driving a hybrid car”, explains Dame Vivienne from under the showerhead. The stylish spot was directed by Robbie Newby and scored by Carter Burwell, the BAFTA and Emmy winner known for his soundtracks for films by the Coen brothers and Spike Jonze.
For more information, please visit PETA.org.uk.