Veganuary, the global movement inspiring people to try vegan for January and beyond, has launched its bold 2025 campaign with provocative ads that challenge long-held food norms. The campaign, unveiled on December 4th, questions the familiar practices behind animal-based foods, urging people to reconsider what they perceive as “normal.”
With the simple yet striking tagline “WEIRD?”, the ads juxtapose unsettling realities with commonplace foods:
- Sausages: Pigs stuffed into their own intestines.
- Milk: Produced by cows to feed their calves, much like human mothers.
- Chicken: Sourced from birds bred to grow so unnaturally large they often cannot stand.
- Deforestation: Over 16 million trees destroyed daily for animal farming.
These thought-provoking graphics will roll out on social media platforms, with ITVX Pause ads featuring the designs.
Expanding Globally in 2025
Veganuary is poised for its biggest year yet, with over 25 million global participants in 2024 and new campaigns launching in Malaysia, Peru, and Canada in 2025. These additions mark a significant milestone in Veganuary’s journey, which began humbly on a kitchen table in Yorkshire and has grown to include campaigns in 20 countries.
Toni Vernelli, Veganuary’s International Head of Policy and Communications, underscores the campaign’s message:
“Most of us see the food we grew up with as ‘normal,’ but when we stop to ponder the practices behind many familiar foods, they start to look a little bit weird. Veganuary is asking everyone to face the startling reality of how our food choices impact animals and the planet and consider whether trying vegan for January might just be a little less weird.”
Join the Veganuary Movement
Veganuary is free to join and offers participants tools to make the transition to veganism easier, including:
- A Celebrity eCookbook.
- The Official Veganuary Starter Kit.
- 31 daily emails packed with recipes, meal plans, and nutritional advice.
Since its launch in 2014, Veganuary has inspired millions from nearly every country worldwide. With its message spreading further each year, the campaign continues to challenge societal food norms and promote a more sustainable, compassionate way of eating.
To take the Veganuary pledge and receive their great resources, visit bit.ly/VeganuaryEN25
