Veganuary 2025’s “Weird?” Challenges Public’s Cognitive Dissonance in Boldest Campaign to Date

Veganuary 2025 has launched their "WEIRD?" campaign to challenge the public's cognitive dissonance and encourage people to try veganism for the month of January. The campaign features ads with jarring imagery, highlighting the practices behind commonly consumed animal products such as sausages, milk, and chicken. These ads are now running on social media and ITVX Pause ads will be aired later in the month.

Veganuary has seen significant growth in participation globally, with around 25 million people taking part in 2024. The campaign has international chapters in 20 countries and has had participants from every country in the world except North Korea. A survey conducted after Veganuary found that 80% of participants had reduced their animal product consumption by 50% or more, with 28% choosing to remain fully vegan. Veganuary's International Head of Policy and Communications, Toni Vernelli, urges everyone to consider how their food choices impact animals and the planet, and to try vegan for January.