Veganuary

About the campaign

Veganuary is a non-profit organization and campaign that motivates people around the world to go vegan in January and beyond.

Veganuary was founded in 2014 at a kitchen table in Yorkshire, UK. Today, the movement is active worldwide - with campaign centers in Germany, Spain, the USA, Brazil, Chile, Argentina, India and the UK, as well as official partner organizations in Switzerland, Austria, Italy, France, Australia, South Africa, Singapore and Mexico. Millions of people worldwide took part in Veganuary 2024 by actively using the organization's support or simply trying out a vegan diet. In Germany alone, more than 1,000 companies took part in the 2024 campaign.

A plant-based diet is one of the most effective ways to protect the environment, prevent animal suffering, stop climate change and improve the health of millions of people. That's why Veganuary is helping people and businesses alike make the switch to a plant-based diet - in January and for the rest of the year.

The Stiftung Zukunft jetzt! foundation now! Foundation explicitly supports the expansion of the Veganuary campaign in Germany with the following focal points:

Veganuary motivates millions of people to try a vegan diet in January and beyond
Through effective social media work, online and offline advertising, as well as Veganuary's work with celebrities and influencers:Inside, even more people in Germany will be motivated to adopt a plant-based diet in January and beyond.

Veganuary creates the necessary media coverage to raise public awareness of the topic and publicize the benefits of a vegan lifestyle
Through increased media work, PR campaigns, market research studies and cooperation with companies, Veganuary can occupy an even more central place on the agenda of German-speaking media: in traditional print media, online, on TV and radio, as well as podcasts.

Veganuary works with companies to encourage them to launch and promote more plant-based options to increase the quality, availability and visibility of vegan offerings
Veganuary is attracting more and more companies in Germany to participate in the Vegan New Year's resolution. As part of Veganuary, even more vegan products and menu options can be launched on the market. The collaboration between companies from the food industry and Veganuary will make plant-based diets even more visible in leading restaurant chains and in the retail sector - supermarkets, discounters and department stores. As part of the Workplace Challenge, Veganuary is also motivating people in offices and office communities to become part of the vegan trial month - company restaurants and canteens are supporting this nutritional turnaround in the workplace with new plant-based dishes.

PROJECT DETAILS:

Participation from around the world
Veganuary encourages people around the world to try a vegan diet in January and the rest of the year. Millions of people around the world have already joined Veganuary since the campaign launched in January 2024.

Working with businesses
Veganuary is leading change by working with brands, restaurants and supermarkets to help businesses develop, launch and promote new vegan products and menus - particularly in January, but also beyond.

Raising awareness
Veganuary raises awareness of animal suffering on farms and in slaughterhouses through media work, creative marketing strategies and campaigns. By working with celebrities - including Joaquin Phoenix, Paul McCartney, Lena Meyer Landrut and Stefanie Giesinger - the campaign brings vegan food to the masses.

A global movement
Veganuary is creating a global movement, with people around the world adopting a purely plant-based diet with the campaign's resources. With campaign centers in Germany, Spain, the USA, Brazil, Chile, Argentina, India and the UK, as well as official partner organizations in Switzerland, Austria, Italy, France, Australia, South Africa, Singapore and Mexico, the movement is already active worldwide.