Veganuary ad aims to inspire world to try vegan diet in January and beyond

Veganuary – a vegan diet-promoting charity – has released an advertisement to inspire the world to try vegan for January ‘and beyond’.

The campaign aims to speak to people left feeling ‘sluggish’ after the holidays and intends to inspire those who feel uninspired by meals.

Produced by Los Angeles based agency Asher Brown/Pollution Studios, the fun and ’80s-reminiscent’ ad hopes to entice people into going vegan and empower people family into a ‘bright new year filled with delicious food’.

According to the charity, 67% of programme participants in the past have said that Veganuary helped them to feel more inspired in the kitchen.

The campaign will not only roll out on social media platforms but also feature month-long podcast and YouTube series.

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“Climate anxiety is real, but we can’t let anxiety lead to apathy,” Veganuary head of comms Toni Vernelli said. “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 participants will also receive an updated celebrity e-cookbook via email featuring recipes from Alicia Silverstone, Venus Williams, Joanna Lumley and Dr Jane Goodall.

Veganuary 2022 participant, Kelly, from Bury-St-Edmunds, added: “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.”