MooFree May 2019

Following the success of our MooFree May initiative launched in 2018 we're back for another huge month of action to encourage the British public to ditch dairy and try delicious dairy-free alternatives.

The Dark Side of Dairy

Our opinion poll shows that most people are generally unaware of the traumas involved in dairy production. 

We're brought up believing in an idyllic image of dairy cows grazing fields, eating grass and magically producing milk. Yet in reality, dairy cows are subjected to a perpetual cycle of artificial insemination, calving and milking year after year in order to keep their milk production up. 

After a nine-month pregnancy, all dairy cows are separated from their young between 24-48 hours after birth. This happens across the board, whatever the system - organic, 'free-range' or zero-grazing. If born a boy he'll likely be shot in the head as a useless by-product and if born a girl she'll be reared as a milk machine to eventually replace her mother in the milking herd.

This continuous exploitation of a dairy cow's reproduction system causes unnecessary suffering on an industrial scale but with so many amazing plant-based alternatives now available to us, it's never been easier to go dairy-free. 

MooFree May

In order to raise public awareness about the dairy industry and encourage consumers to switch to dairy-free alternatives we're launching our second MooFree May initiative, hosting a series of fun events across the UK and distributing our dairy-free guides.

There are a number of ways you can support this campaign:

Social Media Toolkit

Throughout the month of May we'll be running a huge social media campaign - sharing videos, MooFree May branded animal welfare graphics from our shocking dairy industry exposé, as well as Viva!Health featured articles, exciting dairy-free products from the Viva! Shop and tasty vegan recipes from our Vegan Recipe Club.

Follow the campaign on FacebookTwitter and Instagram or download the sample graphics below and share online, along with our MooFree May YouTube playlist

Don't forget to include #moofreemay in your posts!

Social media animal welfare templates:

The continuous exploitation of a dairy cow's reproduction system causes unnecessary suffering on an industrial scale.

With so many amazing plant-based alternatives now available to us, it's never been easier to go dairy-free:

#moofreemay #vivafaceoff #dairyfree #vegan

Social media health-related templates:

White Lies
Let us take you on a whistle-stop tour of the illnesses and diseases caused by cow’s milk. If you want to know why going moo-free is good for you look no further…

Why you don’t need dairy
Written by Viva!’s director & founder Juliet Gellatley, Why You Don’t Need Dairy is the definitive, go-to guide for those who want to go moo-free!

A Brief History of Plant Milks
The dairy industry want us to stop us using the term ‘milk’ for plant-based milks but the fact is plant milks actually have a very long history. 

From the nipple to the bottle
No other mammal continues to consume milk after weaning. Find out what the health consequences of this unnatural behaviour are…

Calcium concerns? Fear not!
Going Moo-free doesn’t mean missing out – if you are worried about calcium let us reassure you – you can get all the calcium you need from a well-balanced vegan diet.

Milk? Spot on!
Ever wondered if you could lose those spots by changing your diet? Read on…

Watch last year's Street Action video below!


Street Action Events 2019

We’ll be offering delicious dairy-free products to sample as well as engaging in positive conversations, showing footage of the dairy industry and handing out leaflets. Our big inflatable cow will be joining us too.

We need your help to make these events a success! Click 'going' on the event pages below:

Order a stall pack!


Keen to host your own MooFree May event? Fantastic!

We'll send you a special stall pack with lots of free materials and useful information, including:

  • 4x Scary Dairy posters;
  • 2x MooFree May posters;
  • 50x Scary Dairy leaflets;
  • 100x Goodbye Baby leaflets;
  • 50x TRASH leaflets;
  • a pack of Vegan Recipe Club cards;
  • a pack of 30 Day Vegan cards;
  • and some MooFree May stickers.

Orders now closed!

We also have a small budget available for local groups to purchase dairy-free samples in order to entice shoppers!

To apply for a budget please email and explain in no more than 250 words why your local group would benefit from our support. Offering FREE samples to the public is something we have found to be incredibly successful during our own events and want to support you to do this too!

Don't forget to have a look at our Organise an Event page first to make sure you're comfortable with this type of activism and check out the Talk to People page for some useful tips for successful outreach.


Read about the successes of MooFree May 2019 here.

Going Dairy-Free

The best thing to do in order to stop supporting the cruel dairy industry is to try dairy-free! It's easy, healthy and tasty. You can still have chocolate, cake, yogurt, cream, milk and cheese alternatives!

Get all the practical help you need from our Going Dairy-Free section and order your Everyone's Going Dairy-Free guide!

Viva! Guides and Reports

Related Resources

The Dark Side of Dairy — Report

The Dark Side of Dairy — Report

This report lifts the lid on modern dairy farming, shattering its benign image and exposing the suffering inflicted on millions of cows and their calves every year. 

The Kids Are Not Alright — Report

The Kids Are Not Alright — Report

Think that goats' milk is the healthier and kinder alternative to cows' milk? Think again. Viva!'s fully referenced report blows the lid of this rapidly intensifying industry. 

Everyone's Going Dairy-Free — Guide

Everyone's Going Dairy-Free — Guide

All you need to know about going dairy-free, including how to shop and cook!

 Going Dairy-Free Super Pack

Going Dairy-Free Super Pack

Going dairy-free has never been so easy! This colourful pack is bursting with juicy information, tips and recipes and will help you ditch dairy for good.

Share on Facebook

Share on Twitter

Help us expose the reality of dairy.
Support a kinder, healthier world.