Fashion Icon Launches Campaign Linking World Water Crisis to Meat Consumption

What: Swapping her fabulous frocks for a shower cap, Vivienne Westwood is starring in a provocative new 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.

In the video, which will be screened 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. This troubling ratio is found in all animal agriculture; it takes 4.5 pounds of grain to make 1 pound of chicken meat and 7.3 pounds of grain to produce 1 pound of pork.

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”, Dame Vivienne explains 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 contact Claire Fryer at [email protected] or on 0466 609474. To find out more about a plant-based diet, please visit