Three-in-four viruses are zoonotic

  • campaigning
  • lobbying
  • media-strategy
  • social-media
  • thought-leadership
Viva! Logo | Higginson Strategy

What we did


More than 3 million cases of Covid-19 have been recorded worldwide, with more than 195,000 confirmed cases in the UK. Some 3 in 4 of new or emerging infectious diseases come from animals – mainly from wildlife trade and factory farming. Like SARS, bird flu, swine flu, Ebola and AIDS, coronavirus originated in animals.


Higginson supported vegan charity Viva to launch the ‘3 in 4’ campaign. Bringing together scientists and campaigners from around the world the campaign would highlight that 75 per cent of the world’s new or emerging infectious diseases come from animals. Backed by Higginson, the ‘3 in 4’ campaign was kicked-off through a coordinated open letter setting out our vision.


The letter, which warned that factory farms and wildlife markets provide the perfect conditions for disease to thrive and transmit to humans, was published in The Independent in April 2020. It was signed by a host of scientific experts including Professor Andrew Knight, Director, Centre for Animal Welfare and Public Health Professional and GP Dr Josh Cullimore. Others including the UK’s top barrister Michael Mansfield QC and renowned journalist and environmental campaigner George Monbiot put their names to the letter signaling the need for change.

Campaign stats

217 pieces of coverage

5.2m print readers
4.92 million online coverage views

6.5m celebrity social media following

“The longer we continue to exploit and abuse animals for our own needless consumption, the more at risk we will be to pandemics like Covid-19 in the future. The most logical and best form of protection is to go vegan and stop the disease at source.”

Juliet Gellatley

Viva! founder

Gaining global coverage


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