Our campaign to inspire and celebrate plant-based eating

Did you know that eating plant-based for 1 year can save the lives of 26 chickens? Or that every plant-based meal can halve your impact on the environment? We've launched a major public awareness campaign to spread the word about the many benefits of eating plant-based food.

LAST UPDATED: 7 July 2020

Food, glorious food! A good meal has the power not only to fuel the body but to nourish the soul. Almost universally, food brings people together. Across cultures the world over, preparing and giving food to others is largely a gesture of love. But while the sharing of meals can be a beautiful thing for human relationships, the food systems we've built to bring such food to the table have all but destroyed our relationship with another group of beings – animals.

Here's just one way we're hoping to change that...

A campaign to fill plates with more plants, and fewer animals

As food production in developed nations has scaled up exponentially over the past few decades, we have lost sight of who is at the centre of these "production lines" – the hen, who spends her lifetime crammed in a tiny battery cage and never sees the light of day. The pig who is kept in a cell barely bigger than her own body. The dairy calf who is separated from his mother just after birth so that his mum's milk can instead be bottled for humans or processed into cheese. The billions of sentient beings each year whose final moments in slaughterhouses are filled with fear and pain.

These individuals are all victims of a fundamentally flawed system that treats living, feeling beings as nothing more than 'units of production'.

Most pigs on Australian farms spend their lives in warehouse-like structures, lying on metal grates.Every plant-based meal we eat is a vote for a kinder world, where animals are given a chance to live fuller, happier lives.

The great news is that leading health and environmental experts are telling us that a better life for animals also equates to a healthier for life for us, and our planet! Simply by cutting back or cutting out animal products, we are all better off. And the message is resonating: Globally, millions of people are turning to plant-based foods. In fact, a whopping 45% of Australians now identify as vegan, vegetarian, or as reducing their meat consumption. And they're finding out how delicious plant-based food can be, too!

On Television

From top-rating Masterchef to the food adventures of Jamie Oliver and prime-time viewing in The Project, our TV ads are whipping up a plant-based frenzy in households and kitchens across the country.

With more and more people exploring the world of plant-based food, this movement is bringing people together in a whole new way. These ads celebrate the new communities of people who share a passion for delicious food that's better for everyone.

Our exciting new campaign is not only inspiring more people to make this choice but, importantly, supporting those who do, by providing information and resources to help them along this journey – recipes included.

It's well known that before tasting a dish, people eat with their eyes! Our 'food hacks' ads were designed to entice people with mouth-watering dishes that rival those featured in the major meat and dairy company ads that you might see on TV. Plant-based food has come a long way in recent years, and if people haven't seen or tried it before, they may not know what they're missing!

At the shops

We've used strategically placed billboards and signage near supermarkets across Australia to grab the attention of grocery buyers, and encourage them to add some plant-based variety into their shopping trolleys.

In November, with the help of our plant-based food partners, we launched an exciting giveaway on billboards across Australia – by pledging to try more veg food, contestants entered a drawing to win $250 worth of plant-based food products delivered straight to their doors.Six lucky winners were drawn, and their enthusiasm was palpable. Maree from WA said: "Thank you so much for the groceries! My family and I really enjoyed them. Our favourites were the vegetable dumplings and the black bean dip. They are now staples in our home … I love what your foundation is doing for animals. Respect!"
Then we used these spots to gently draw the connection between plant-based diets and a brighter future for our planet. With animal agriculture a leading cause of environmental destruction, and 60% of Australians believing that immediate action is necessary to mitigate climate change, this message resonates with a wide audience and encourages different groups of people to reconsider meat.

Joining forces with major food publications

We've partnered with the teams at Australia's most popular food and lifestyle magazines – showcasing some of our favourite easy recipes online with Australian Women's Weekly and reaching hundreds of thousands of food lovers in a unique partnership with Taste magazine.

While Christmas tends to be a peak time of suffering for animals in factory farms, it's also fast becoming a peak time of curiosity for people wanting to put more veg meals on the table. Our 9-page recipe 'flip-book' in Taste Magazine offered those readers some gorgeous, festive options for an animal-free Christmas spread.While Christmas tends to be a peak time of suffering for animals in factory farms, it's also fast becoming a peak time of curiosity for people wanting to put more veg meals on the table. Our 9-page recipe 'flip-book' in Taste Magazine offered those readers some gorgeous, festive options for an animal-free Christmas spread.While Christmas tends to be a peak time of suffering for animals in factory farms, it's also fast becoming a peak time of curiosity for people wanting to put more veg meals on the table. Our 9-page recipe 'flip-book' in Taste Magazine offered those readers some gorgeous, festive options for an animal-free Christmas spread.Our partnership with Taste continued into summer with a barbecue edition, providing meat-reducers with animal-friendly versions of some traditional summer barbecue dishes.Our partnership with Taste continued into summer with a barbecue edition, providing meat-reducers with animal-friendly versions of some traditional summer barbecue dishes.Our partnership with Taste continued into summer with a barbecue edition, providing meat-reducers with animal-friendly versions of some traditional summer barbecue dishes.

Meeting people where they're at: online

To maximise our impact, we've also placed ads online, reaching millions of people across a multitude of websites – from news outlets to travel sites to blogs and beyond. Our goal? To plant a seed of curiosity that brings more excitement and compassion into the kitchen.

Now those are some lovely ads!

With so many people seeking to cut out or cut back on meat, dairy and eggs, it's not surprising that more and more people are reaching out to us for resources and help to make these changes. Now we can tell them VegKit.com – an initiative of Animals Australia – is a pretty good place to start! And these days, with food brands and supermarkets responding quickly to the sharp rise in demand for plant-based alternatives, it's truly easier than ever to reduce our consumption of animal products.

Whether you're new to the plant-based thing, a long-time vegan, or a part-time meat-reducer, VegKit.com has something to offer you. It's a one-stop shop for recipes, lifestyle tips, product recommendations, and more. You may even want to order a Veg Starter Kit if you'd like to have a print booklet you can flip through – and then pass it on to a friend or family member! Or better yet, whip up one of the recipes to share with them. After all, the best way to most people's hearts is through their stomachs, right?


Order your FREE Veg Starter kit!


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