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Veganuary 2023

‘Got the blahs? Veganuary could be the cure’, claims new ad
Veganuary 2023

Veganuary – the global movement to try vegan for January and beyond – is ‘helping cure the post-holiday blues with hope’, according to a new advertisement from the charity.

The inspiring ad speaks to anyone who has ever felt sluggish after the holidays, or uninspired by meals, or doom from scrolling on their phone – and positions Veganuary as the coach to take on any case of the ‘blahs’.

The fun and ’80s-reminiscent ad will be streamed across platforms around the world and invites everyone to sign up for Veganuary 2023.

If you’re looking for inspiration this Veganuary, click here to view the vegan range of products on our My Green Pod Marketplace – from food to fashion.

A Veganuary coach

The ad, produced by Asher Brown/Pollution Studios in Los Angeles, follows a family that has fallen into a funk after the holidays, showing classic signs of ‘the blahs’ – doom-scrolling on their phones, lacking enthusiasm and motivation in the kitchen.

Upon signing up for Veganuary, they are visited by their own personal ‘Veganuary coach’ – played by vegan actress and influencer Gabrielle Reyes – who helps empower the entire family into a bright new year filled with delicious food.

The inspiring ad will run worldwide on Facebook, Instagram, YouTube and TikTok as well as on screens in restaurants and gyms in New York City, on Disney+ in India and on XX TV channel in Chile.

‘Climate anxiety is real, but we can’t let anxiety lead to apathy. Veganuary is inviting you to choose action and choose hope this January by trying vegan for 31 days. We’ll be here to coach you through every step of the way!’

Veganuary’s head of comms

Why do Veganuary?

Veganuary 2022 participants surveyed reported having improved energy (49%), improved mood (48%) and overall improvements to their health (50%) after their one-month Veganuary challenge.


In addition, 67% said taking part in Veganuary helped them feel more inspired in the kitchen; 59% were making more adventurous food choices and 58% more sustainable food choices when surveyed again six months later.

Everyone who registers for the challenge will receive many free resources, including daily plant-based recipes, nutrition guides, a budget meal plan and access to discounts and special offers.

‘The media makes me feel very helpless and so do our so-called leaders. However, things like Veganuary make me feel like there is something that I can do and it is done in such a nice, informative but fun way that I don’t feel overwhelmed.’

Veganuary 2022 participant, from Bury-St-Edmunds

Veganuary support and ideas

Veganuary’s new podcast series launched on 01 January, alongside a new 31-day YouTube series. Both are designed to offer people additional ways to participate, alongside the 31 daily coaching emails they receive when they sign up.

2023 participants will also receive an updated celebrity e-cookbook featuring recipes from Alicia Silverstone, Venus Williams, Joanna Lumley and Dr Jane Goodall.

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