The light-hearted, fun video encapsulates Veganuary’s friendly, non-judgmental campaign
29th December, 2020 – Veganuary, the global organisation encouraging people to try vegan in January and beyond, has today released a funny and light-hearted new ad featuring Tabitha Brown inviting everyone to join her in taking the month-long pledge. In the short video, Tabitha – who has 4.5 million followers on TikTok and was named one of the platform’s top ten creators of 2020 – encourages people to try vegan this January, and to be gentle with themselves throughout the process because no one is perfect.
“If you ever thought about going vegan but didn’t want to do it alone, Veganuary has you covered,” Tabitha said of the campaign. “We can all try it together at the same time!”
As she counts down the days on her calendar, Tabitha showcases what a month of eating vegan can look like – from donuts, to nachos, to colourful healthy bowls. When Tabitha is less than 24 hours away from completing her Veganuary challenge, she has an unexpected hiccup that causes her to reset the calendar and start her vegan journey over, which she happily does because “nobody’s perfect”, but we can try anyway.
The video’s message of positivity and non-judgement are key aspects of Veganuary’s overall campaign, which over 1 million people have officially participated in since its launch in 2014. Now, Veganuary is inviting everyone to help build a better future by signing up to try vegan, noting that this new year – more than any other – is the time for positive change, especially in light of the concerns the coronavirus has highlighted regarding the dangers of eating animal products. More than 250,000 people have already accepted that invitation and are officially signed-up to take part in Veganuary, marking the halfway point to this year’s 500,000 target.
Veganuary is supported worldwide by environmentalists, athletes, medical professionals, and celebrities. Last week, Veganuary published a joint letter signed by Jane Goodall, Ricky Gervais, Paul McCartney and over 100 additional international superstars, politicians, NGOs and businesses calling on everyone to help fight climate change and prevent future pandemics by changing their diet.
This video was produced in Los Angeles by Pollution.tv and directed by Asher Brown, with creative by Zentralsüden/Zentralnorden.
Toni Vernelli, International Head of Communications
T: 07505 866 548