The advert will be seen by an estimated 350,000 people between 1st - 28th Jan in cinemas. The lights dim, phones are off, the trailers roll, and before the film begins, a mother and her calf fill the screen. No skip button. No scrolling. No looking away.
We believed in this cinematic moment so strongly that we booked the screens early, so Choose Kind is guaranteed to reach audiences this January. Now we’re inviting supporters like you to stand behind it with us.
Directed by Rebecca Loviconi, featuring former Made in Chelsea’s Lucy Watson, shot and edited by Chris Shoebridge, and scored by Moby and Evoe, Choose Kind shows what the dairy industry leaves out of its marketing. Then it offers a simple alternative: choose plant milk, choose kind. If it moves you, share the trailer below. Every share puts the truth in front of someone new.
The star and mother-of-two says she was “not myself for weeks” and was left in tears after visiting the Arla-supplying farm. What Lucy saw wasn’t a one-off.
The advert follows on from The Big Milk Con, our twelve-month investigation into 16 dairy farms across 13 counties, first revealed by the Mail on Sunday on 1 November. On farm after farm, we saw the same thing: calves taken from their mothers within hours of birth. Every drop of dairy milk was made for a calf, not a coffee cup. Every mother deserves to keep her baby, whatever her species.
Most people have never seen what happens to a calf on a dairy farm. 83% of people don't even know calves are taken from their mothers within 24 hours of birth, according to the results of our 2025 YouGov survey. This January, hundreds of thousands of cinemagoers will find out.
The dairy industry has had decades of adverts. This January, mothers and calves get sixty seconds. Cinema reaches people who would never go looking for an investigation. For those sixty seconds, the lights are down, the phones are away and every eye is on the screen. A cinema audience is a captive one, 2.5 x more people actually watch the ad compared to TV. That is the moment we want: an engaged audience, ready to be moved, as they see where dairy milk really comes from.
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Lucy told us that:
“I had low expectations going into it because I have seen footage and I probably know more about the industry than most people. However, I was still shocked by what I saw. I saw mothers in pretty horrific conditions. I saw babies separated from their mums who looked really sad, confused and lonely. I felt very angry, but I also felt protective of the babies. They seemed so new to the world and so young. Everybody needs a mum, and I felt like I wanted to help them but I felt helpless.”
Lucy saw the truth and chose to speak up. You can too. Share our advert online (when it's available on 1 December) and send it directly to friends and family, especially anyone who still takes dairy in their coffee. Every share helps more people see what really goes into a glass of milk.
Our goal is to raise £15,000 towards the cost of the cinema run. Will you help us get there? When the lights go down this January, know you helped fund the moment hundreds of thousands of cinemagoers saw the reality of dairy.
A donation of £25 covers the cost of around 220 of the cinema admissions we’ve secured, many of them seeing the truth about dairy for the first time.
Whether you give £10, £25 or more, when the lights go down this January, you’ll know you are helping take the truth about dairy to audiences across the UK.
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Recent research by the Vegan Society indicates that there is a growing shift towards a plant-based diet, with 10% of the population reducing or eliminating animal ‘products’ in some way. As this shift continues to grow, more and more people are choosing vegan and leaving all animal ‘products’ off their plate. You can help the cows by no longer purchasing products that contain dairy and choosing vegan instead, and encouraging others to do the same.
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