Veganuary – the celebrity-backed campaign that encourages people to try vegan in January – has launched its 2017 campaign with 2,000 eye-catching adverts on the London Underground.
The final design of the striking adverts, which were crowdfunded by the vegan community, is being kept under wraps until they go live on Dec 19th but Veganuary has revealed that they feature three animals – Rocky the calf, a chick called Little Eric and a naughty but very loveable piglet named Ernie.
The ads urge passengers to read their stories and to join thousands of others around the world who choose to eat no animal products at all in January. Last year, 23,000 people took part in Veganuary, including fashion designer Vivienne Westwood, writer and activist, Jack Monroe and Downton Abbey actor Peter Egan.
This year, celebrities have once again lent their support by donating their favourite vegan recipes to a beautiful e-cookbook which will be sent free of charge to everyone who participates in Veganuary. Among the recipes are:
- Joanna Lumley’s Random Green Soup;
- TV presenter Jasmine Harman’s Shepherd’s Pie with a Mediterranean Twist;
- Comedian Carl Donnelly’s Turkish Delight Cupcakes;
- Russell Martin (Norwich FC’s captain)’s Black Bean Taquitos with an Enchilada Sauce;
- Actor Peter Egan’s Parmigiana di Melanzane; and
- Human Rights activist Peter Tatchell’s Decadent Chocolate Cake
The rise in veganism has been extraordinary with a 360% increase in the number of vegans in Britain over the past ten years according to research commissioned by The Vegan Society. Now, there are more than half a million vegans, and the high streets are reflecting that change. Las Iguanas, Zizzi, Pizza Express, The Handmade Burger Company, YO! Sushi and many other restaurants have added vegan options to their menus, while Pret this year opened its first fully meat- and fish-free outlet, and is expected to open more. Supermarkets are also reflecting the move to animal-free foods and have gone way beyond stocking the basics – dairy-free milks, cheese and yoghurts, for example – to sell vegan lasagnes, salted caramel ice cream and croissants.
Veganism’s popularity is, in part, driven by its high-profile advocates, with stars like Liam Hemsworth, Miley Cyrus and Sia being vegan. Comedians Sara Pascoe and Romesh Ranganathan are also vegan and feature in a film that promotes Veganuary – see below. Sportspeople are also increasingly turning to veganism with David Haye, Russell Martin and Serena Williams all adopting a vegan diet. And it’s not just about eating animal-free, celebrities are also promoting delicious vegan foods to others with Nick Knowles, Moby and Novak Djokovic all opening vegan restaurants.
Says Clea Grady, Marketing Manager at Veganuary: ‘The rise in veganism may be influenced by celebrities but the number one reason that people give for taking part in Veganuary is to protect animals. Farming is a brutal business. Male chicks are killed at a day old because they aren’t able to lay eggs, unwanted calves are shot, and pigs are locked in crates and treated like breeding machines. Our London Underground adverts remind people of this unnecessary suffering and ask them to try vegan for one month, and discover a new way to eat that is better for them, better for the planet and – of course – better for animals like Rocky, Ernie and Little Eric.’
The adverts will run on the London Underground from December 19th to January 2nd. An eye-catching launch stunt will be announced shortly.
As a charity, Veganuary is dedicated to changing public attitudes, while providing all the information and practical support required to make the transition to veganism as easy and enjoyable as possible. It is supportive, non-judgmental and a mine of information.
Veganuary has had an incredible degree of success in a very short time. In its first year, 3,300 people took part; in 2015 that rose to 12,800 and in 2016 to 23,000 people. In 2016, people from 142 countries took part with the top five being: UK, USA, Australia, Canada and South Africa.
Veganuary is changing lives all over the world. Sixty per cent of people who participate in Veganuary say they have remained vegan six months later.