A campaign aimed at shocking young people into not eating meat has been launched by vegetarian pressure group Viva!
Viva! said its message was that the animal on your plate was no different from the one you share your house with. It will distribute thousands of leaflets across the country showing a baby calf on a plate and the question 'I'm so cute...Do you want to eat me?'
The campaign is specifically targeted at young people who claim to be animal lovers but still eat meat.
So Cute - Go Veggie packs feature advice on how to become vegetarian, competitions and ways to get involved in the campaign.