The end of the year is upon us, and January will see another edition of the Veganuary campaign that started in the UK but is now available internationally. Veganuary is an example of campaigns that ask people to go vegan for a specific amount of time. In this post, I offer two reasons why I think campaigns like these are great. After that, I suggest some ideas for experiments.

Two benefits of temporary pledge campaigns



First of all, campaigns like these run not just for a specific amount of days, but also in a specific period of the year. Everyone starts together. That is in itself a great incentive to participate. People who fear they might not be up to the challenge of a month without animal products can find encouragement in the idea that they are not doing it alone. They are part of a group of thousands. It’s comforting, and it also helps to create a norm: “Wow, so many people are doing it; I can’t really stay behind, can I?” Moreover, the fact that it begins at a certain point in the year is also great to get media attention.

Secondly, a temporary vegan campaign offers people a way to opt out without losing face or being embarrassed. This is important because it might make it easier for some to actually get into it. I can imagine many people might not want to start on the vegan road because they fear that at some point they’ll abandon it and be embarrassed about that (or worse, they might fear backlash). In the case of a temporary vegan pledge, they are not making a commitment to be vegan forever. We all hope they will continue beyond the fixed period (the people behind the campaign estimate that about half stay vegan and many others keep reducing), but they can get out if they want to; they never promised anything else. Appropriately, the baseline for the campaign is “try vegan”, not “go vegan”.

Some experimental ideas

Using “gamification”, we could encourage people, or groups of people, to sort of “compete” during this campaign. People could team up within their company, school, or even city, to amass as many points as possible – points which they get for every vegan day. This is the case with the Belgian vegetarian pledge campaign “Days Without Meat“, which takes place every year in the forty days before Easter (the period of Lent). Teams of college students, company employees, or inhabitants of certain cities try to do better than other teams, in this case in reducing their carbon footprint, but it could also be in terms of the number of animals saved.

Another, more controversial idea is the following: I’m assuming many people who participate “cheat” a little bit here and there, eating some non-vegan stuff on occasion, or even regularly. That’s not a problem in itself, in my view, but maybe we can work with that. We could sell people “passes”. Every time they make an exception, they can choose to make a donation to a vegan or animal rights organization to “offset” their lapses. (I may write something more about the idea of offsetting later). This would not only collect some money, but, as this possibility would be built in from the start, might also counter people’s perception that they have failed after even one slip, and consequently give up on the whole thing.

Thirdly, it’s a good thing to work with celebrities who urge other people to participate. I think this would be most successful if the celebrities themselves were not vegans. With non-vegans, the general public will have the impression that everyone is in it together, instead of there being a vegan from on high telling other people what to do (in other words, this could reduce persuasion resistance).

I’m sure you’re vegan already, but please spread the word about Veganuary and suggest that your friends and loved ones join what will be over fifty thousand participants this year. And for others: Veganuary is open for donations. Right now, they are getting one sign up to the campaign for every euro invested in Facebook ads.