Making Meat Look “Weird:” Veganuary’s New Campaign Challenges Food Norms

Veganuary, an organization promoting a plant-based diet for the month of January, has launched a new campaign centered around the concept of 'weird'. The campaign aims to challenge societal norms around eating animal products by showcasing jarring images highlighting the realities of animal farming. By confronting the disconnect between loving animals and consuming meat, Veganuary hopes to inspire more participation and raise awareness about the environmental and ethical benefits of a plant-based diet.

The initiative has seen significant growth in recent years, with 1.8 million sign-ups in 2024 and plans to expand to new countries in 2025. Veganuary's success is attributed to its non-judgmental approach, with a follow-up survey showing that 80% of participants reduced their intake of animal-based foods and 28% chose to remain 100% plant-based. Additionally, restaurant chains have joined the movement by offering meatless menus in support of Veganuary.