If we had a pound for every time we’ve been asked ‘what do you do for the other 11 months of the year?’ we’d be one of Britain’s richest charities!
Most people only see the fruits of our labour in January so are unaware that we’re working year-round to achieve our charity’s vision: 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. And the huge success of this year’s Veganuary campaign is proof that this world is possible!
Founded in 2014 by Matthew Glover and Jane Land, this year the campaign has seen its most impactful year yet – with more than 580,000 people signing up to try vegan with us in January, over 1500 media stories published internationally, and hundreds of companies launching new plant-based products and menus on to the market or using their advertising budget to shout loudly about vegan options and promotions.
Our first objective is – and will always stay – at the very heart of our campaign: inspiring people to sign up to our 31-day pledge and try vegan with us for the month of January and beyond. To create the biggest visibility for a plant-based diet and its benefits, our second objective focuses on media reach and creating the campaign buzz that leads to many of the most important media outlets in the world reporting on the topics of animal agriculture, veganism and environmental protection.
Objective number three is what we call “the Veganuary effect” and it is where the true impact of our campaign lies. Our work around corporate engagement leads to many of the biggest companies in the world joining Veganuary and increasing the visibility and availability of plant-based foods.
And last but not least, our fourth objective focuses on internationalising the campaign to multiply the impact we can have for animals and our planet. This year, we added India to the already existing Veganuary chapters in the UK, US, Germany, Chile, Argentina and Brazil. We’ve also produced our pledge email series in French and in a version designed specifically for America’s Latino community.
To make the Veganuary phenomenon truly go global, we also worked with 20 partner organisations around the world to bring the campaign to 10 additional countries, including Italy, Switzerland, France, Australia and Singapore.
To say that this year’s Veganuary campaign has exceeded our expectations is an understatement – we would never have been able to foresee the amount of traction, positive media and corporate engagement that we actually achieved. All of this is only possible because of the support of our donors and partners and we would like to thank each and every one of them wholeheartedly for making the campaign possible. Together we are creating a kinder, more sustainable world!
How you can help
We’re a charity, and we rely on supporters like you to make Veganuary possible. If you believe in the power of our work, please make a donation today! You’ll be supporting us to get millions of people cutting their carbon footprints, just by switching to a more climate-friendly diet. We have a solution to the climate crisis that works today, and we need your help to bring it to life.
Click here to donate. Any amount you can give makes such a big difference!
