What we do

Our four aims

Increasing Participation

We inspire people all over the world to try a vegan diet in January and beyond through our 31-day pledge. Millions of people from all around the world have taken part since we began in 2014, but we are aiming for a fully vegan world!

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Corporate Outreach

We drive corporate change through work with brands, restaurants and supermarkets and help them to create, launch and promote new vegan items, particularly in January but also year round.

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Raising Awareness

We raise awareness of animal suffering on farms and at slaughter, and all the reasons for a vegan diet, through media engagement, creative marketing strategies and campaigning.

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Growing the Global Movement

We want to create an international mass movement of people that take collective action in January to change the world for the better.

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VISION, MISSION AND VALUES

Our vision is simple; we want a vegan world.

A world without animal farms and slaughterhouses. A world where food production does not decimate forests, pollute rivers and oceans, exacerbate climate change, and drive wild animal populations to extinction.

Our mission is to inspire and support people to try vegan, drive corporate change, and create a global mass movement championing compassionate food choices with the aim of ending animal farming, protecting the planet and improving human health.

Our values

Impact: we are committed to a vegan world; we will utilise research to evaluate how the highest number of lives can be spared and direct resources to that end. 

Empowerment: we will optimise our outreach to support and encourage people on their vegan journey in a non-judgemental, positive, constructive and easily accessible way. 

Collaboration: by partnering with other mission-driven organisations and working closely with businesses, we will make a bigger difference. 

Diversity and inclusion: we know that it takes people with different ideas, strengths, interests and backgrounds to achieve our vision; we appreciate the value of this and how it brings us closer to achieving our mission. 

Respect and integrity: in all internal and external relationships, we will strive for genuine, honest, and transparent communication. 

Resilience: we will continue to create a professional and sustainable (human, social, economic and environmental) organisation.