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A new video ad calls on Brits to make the connection between animal suffering and their diet – and inspire them to go vegan.

The video (which you can watch here) is part of a major new campaign by The Vegan Society called Future Normal.

Future Normal, which launches as ‘the desire to hit restart has gained momentum’ following the COVID-19 pandemic, seeks to create ‘a kinder future for animals’ by encouraging people to go vegan.

‘A happy place’

The Vegan Society has launched a website packed with information and useful resources It also shares the ‘lightbulb moment’ stories of numerous vegans.

According to the Society: “The Future Normal is a happy place, and you’ll only see happy creatures here. Because when you love animals, you hate to see them suffer. That’s normal.”

It adds: “Each product we buy is a small vote for the kind of world we want to live in. So opt for plant-based foods, animal-free fashion, and cosmetics which haven’t been tested on animals. As well as some new favorites, you may also gain peace of mind.”

‘A kinder future’

In a statement sent to Plant Based News, Matt Turner, spokesperson for the Future Normal campaign, said the organization ‘knows we can create a kinder future for animals’ which is why it is thrilled to launch the Future Normal campaign.

The campaign, he explained, has been designed to bring ‘lightbulb moments’ to the millions of Brits who ‘classify themselves as animal lovers but are yet to make the connection between how they feel about animals and what’s on their plate’.

‘The ethics in our hearts’

Turner, who revealed that the Society is hoping to ‘win over thousands more hearts and minds this year’ said that is if we are ‘open to making changes in our lives, the Future Normal is a place we can create’.

He added that being vegan ‘simply means living in line with the ethics that so many of us already hold in our hearts’, describing it as the ‘single most effective way in which someone can protest the exploitation of animals everywhere’ as every time you sit down for a vegan meal, you are ‘making a powerful stance against animal abuse’.

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.