‘Got the blahs? Veganuary could be the cure’ claims new ad

Vibrant video shows how going vegan for January can brighten up everyone’s plates – and lives

29th December 2022 – Veganuary – the global movement to try vegan for January and beyond – is helping cure the post-holiday blues with hope, claims a new advertisement from the charity. The inspiring ad speaks to anyone who has ever felt sluggish after the holidays, or uninspired by meals, or doom from scrolling on their phone – and positions Veganuary as the coach to take on any case of the ‘blahs’.

The fun and 80s-reminiscent ad will be streaming across many platforms around the world and invites everyone to sign up for Veganuary 2023.

View the ad here
View and download still shots here

The ad, produced by Asher Brown/Pollution Studios in Los Angeles, follows a family that has fallen into a funk after the holidays, showing classic signs of ‘the blahs’ – doom-scrolling on their phones, lacking enthusiasm and motivation in the kitchen.

Upon signing up for Veganuary, they are visited by their own personal “Veganuary coach” – played by vegan actress and influencer Gabrielle Reyes (@onegreatvegan) – who helps empower the entire family into a bright new year filled with delicious food.

The inspiring ad will run worldwide on Facebook, Instagram, YouTube and TikTok as well as on screens in restaurants and gyms in New York City, on Disney+ in India and on XX TV channel in Chile.

“Climate anxiety is real, but we can’t let anxiety lead to apathy,” said Toni Vernelli, Veganuary’s Head of Comms. “Veganuary is inviting you to choose action and choose hope this January by trying vegan for 31-days. We’ll be here to coach you through every step of the way!”

Veganuary 2022 participants surveyed* reported having improved energy (49%), improved mood (48%), and overall improvements to their health (50%) after their one-month Veganuary challenge. In addition, 67% said taking part in Veganuary helped them feel more inspired in the kitchen, 59% were making more adventurous food choices and 58% more sustainable food choices when surveyed again six months later.**

Everyone who registers for the challenge will receive many free resources, including daily plant-based recipes, nutrition guides, a budget meal plan and access to discounts and special offers.

Veganuary’s new podcast series launches on 1st January alongside a new 31-day YouTube series, both designed to offer people additional ways to participate along with the 31 daily coaching emails they receive when they sign-up. 2023 participants will also receive an updated celebrity e-cookbook featuring recipes from Alicia Silverstone, Venus Williams, Joanna Lumley and Dr Jane Goodall.

Veganuary 2022 participant, Kelly, from Bury-St-Edmunds, described how Veganuary gave her hope: “The media makes me feel very helpless and so do our so-called leaders. However, things like Veganuary make me feel like there is something that I can do and it is done in such a nice, informative but fun way that I don’t feel overwhelmed.” Rachel from Banbridge, who also participated in 2022, agrees: “I think the knowledge that I was doing something in my diet to help health and animals was good for my overall mood.”

Media Contact
Dr Toni Vernelli
Head of Communications, Veganuary
07505 866 548

About Veganuary
Veganuary is a charity that encourages people worldwide to try vegan for January and beyond. It was founded in the UK in 2014 and since then more than 2.5 million people have taken the 31-day plant-based pledge from almost every country in the world. With campaign hubs now in Germany, USA, Brazil, Chile, Argentina, India and the UK, Veganuary has truly become a global phenomenon.

This New Year’s revolution has also been embraced by businesses, with hundreds of companies taking part in Veganuary last year, launching more than 1540 new vegan products and menu items.

Veganuary is free to join, and people can sign-up at veganuary.com to receive our Celebrity eCookbook, the Official Veganuary Starter Kit, and 31 daily emails packed with nutritional info, delicious recipes, meal plans, and helpful advice. 

*Veganuary’s 2022 Participant Survey was sent by Veganuary to 87% of the 629,351 people who signed up during the 2022 campaign when they completed their one-month pledge. 32,522 people responded (6%).

**A follow-up survey was sent to 67% of Veganuary’s 2022 participants six months later and 7,473 people responded.

Thinking of trying vegan?

Veganuary inspires and supports people all over the world to try vegan for January and beyond. Millions of people have already taken part.
Will you join them?