Meet the Halfway Heroes Campaign

The Halfway Heroes Campaign by Viva! encourages meat-eaters to make 50% of their meals plant-based in order to reduce their environmental impact. The campaign emphasizes progress over perfection, showing that small changes can make a significant difference in the fight against climate change. By providing free plant-based burger samples and engaging with the public in major cities across the UK, the campaign aims to break down barriers to plant-based eating and show that climate action can be delicious and accessible.

The campaign is rooted in promoting a plant-based world but aims to reach a wider audience by meeting people where they are and providing support, resources, and recipes to help them make sustainable changes. By empowering individuals to take action towards a more compassionate and sustainable future, the Halfway Heroes Campaign shows that being a hero doesn't mean being perfect - it means making a difference, one bite at a time.