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Vivienne Westwood jumps into the shower in new pro-vegetarian video

For Immediate Release:

18 March 2014

Contact:

Hannah Levitt +44 (0) 20 7837 6327, ext 235; HannahL@peta.org.uk

Fashion Icon Launches PETA Campaign Linking World Water Crisis to Meat Consumption

 

London – Swapping her fabulous frocks for a shower cap, Dame Vivienne Westwood literally makes a splash in a provocative new PETA video about the meat industry's depletion of world water supplies. "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 will unveil this afternoon 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.

Dame Vivienne will debut the video and answer questions along with PETA US Senior Vice President Dan Mathews, who conceived the project. A video Q&A with Dame Vivienne about the campaign can be viewed here.

For more information, please visit PETA.org.uk.

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