“Try Vegan” and Veganuary Promote Plant-Based Diets ($)

“Try Vegan” and Veganuary Promote Plant-Based Diets. Veganuary is a non-profit organization that encourages people worldwide to try a vegan diet for January and beyond. Its “Try Vegan” campaign involves making a 31-day pledge to try a vegan diet. It is one of the most significant vegan campaigns in the world, having enlisted over 900,000 people to date. This original form of positive, incremental, and supportive social marketing, seems to build its success on the direct benefits offered. These benefits include an improved quality of life and wellbeing. The campaign also offers novelty, and an easy, convenient, fun, and reversible transition towards a self-transcendent lifestyle.

According to its website, Veganuary’s vision is to build 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.” To achieve this, Veganuary sends participants tailored, daily emails according to their current declared diet: omnivore, semivegetarian, vegetarian or vegan. The emails include food tips, recipes and meal plans.

Veganuary developed “Try Vegan” based on a best practice review and community-based planning. In addition, Veganuary conducted primary research with its target audience, pre-tested and then pilot-tested its tactics.

Matthew Glover and Jane Land launched the campaign in late 2013. In its first six years, it grew exponentially and expanded to 192 countries around the world. By its sixth year, it had more than 400,000 participants and 900,000 people in total. Additionally, over 600 brands, restaurants, and supermarkets sponsored the campaign and launched over 1,200 new vegan products and menus.  

“Try Vegan” and Veganuary Promote Plant-Based Diets was initially titled “An Original Social Marketing Campaign to “Try Vegan.” That case study is included on pages 205-219 in the book “Applied Social Marketing and Quality of Life.” Book details are available at isocialmarketing.org/docs/applied-social-marketing-and-quality-of-life-case-studies and http://link.springer.com/book/10.1007/978-3-030-83286-5.

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Vegan; Veganuary; Quality of Life; Plant-Based Diet; Foote, Cone and Belding; FCB Grid