Veganuary to launch ‘milestone’ TV ad


As part of The Big Give, non-profit Veganuary has launched a Crowdfunding effort to get its first TV ad on air, aiming to raise £40,000 in one week.

The global organization wants to get its first ever TV advert aired ‘as widely as possible’ in a drive to encourage more people to try the vegan way of life this January. The charity says every donation made in the next week will be double under The Big Give’s Christmas Challenge – the UK’s biggest match funding campaign.

Working with ad agency Kolle Rebbe, vegan film maker Fabian Weigt has produced what Veganuary calls a ‘high-quality, attention-grabbing and thought-provoking TV ad that is going to have a huge impact’.

We all know the power of TV advertising to capture people’s attention and influence their behaviour

“In true Veganuary style it’s fun, funny and non-judgmental, yet is guaranteed to make people question how comfortable they truly are with their food choices,” says the charity, which is calling on  ‘the generosity of the vegan community’ to ensure the ad is seen by as many people as possible over the coming days.

The footage features ‘an international cast to demonstrate how this issue [veganism] goes to the very heart of human nature’. The 30-second advert has been earmarked to be broadcast in several countries, including the UK, Germany and Chile, as well as the US where it will run between Christmas and New Year to ‘coincide with the peak Veganuary sign-up period’. But, says the organization, widespread circulation will only become possible if ‘the crowdfunder total is met’.

Toni Vernelli, head of communications at Veganuary, comments: “We all know the power of TV advertising to capture people’s attention and influence their behaviour, so getting the first pro-vegan ad on TV will be a major milestone for our movement. Our crowdfunding campaign gives everyone a chance to play a part in making it happen.

Your support could help make history

“Thanks to the Big Give, every pound donated will have double the impact, but we only have a week to raise the £40,000 needed to get this bold, fresh and compelling ad in front of millions of people and inspire them to try vegan this January and beyond. Your support could help make history,” she adds.

To view a clip or make a donation, please click here.

Since the time of writing, Veganuary has confirmed its target of £40,000 was exceeded by a further £2,000, reaching £42,000 in total.