Veganuary, the global non-profit organisation that encourages people to try vegan, is running an advertisement campaign at Terminal 1 of the Bangalore international airport. The ad shows a hiker taking a break to enjoy a protein bar. The caption reads ‘Same trail, Smaller footprint. Join millions of other nature lovers. Try vegan this January’. The campaign alludes to the fact that you can follow your passion and help the environment at the same time.

The campaign titled ‘New Year, Same You’ relies on the fact that many people feel pressured into changing who they are as the New Year begins. Instead. Veganuary offers a kinder alternative- to stay the same; only align better with your values. This can be getting healthier, helping animals, or caring for the planet. The actions don’t need to be grand, just small daily changes- like eating more plant-based. People can sign up to the free 31day pledge by scanning the QR code on the ad. 

Prashanth Vishwanath, country head at Veganuary India says ‘New Year’s resolutions have fallen out of favour among many people. This is mostly because of how unrealistic our goals can be. At Veganuary, we are offering simple step by step guidance to live in alignment with your values. Learning to eat more plant-based ticks so many boxes. No grand gestures that fizzle out. Small actions that bring sustainable change’