Veganuary – The PR secrets behind its success

3 September 2018

The founders of world-wide movement and non-profit charity Veganuary are set to reveal the inside secrets of their remarkably successful campaign, at an event held at the University of Derby this month.

At the event, hosted by the Chartered Institute of Public Relations (CIPR), Veganuary founders Matthew Glover and Jane Land will talk about how they have grown their business over the past four years through strategic marketing and communications activity, successfully expanding the campaign to a global level while gaining immense amounts of national media coverage. The pair will also showcase how they became the drivers of such a monumental culture shift.

In 2018, 168,542 people signed up to Veganuary and became vegan for a month. It was a record-breaking campaign, growing 183% from the previous year’s sign-up of 59,500 individuals. To add to the success, 62% of survey respondents stated they intended to remain vegan.

Matthew said:Veganuary has helped to drive veganism from the niche to mainstream. This is becoming more than a trend; it’s a cultural awakening.

“The science and the ethics have never been clearer: a vegan lifestyle is better for the environment, can improve our health and will reduce animal suffering.

“As the Veganuary numbers show, people are making the connection and businesses are changing to meet their customers’ needs. Vegan options in restaurants are now standard, and new vegan lines and brands are springing up daily.”

If you are interested in marketing, business, communication, or just want to support the vegan movement, this event is a networking opportunity for all ages alike, with a real push on the accomplishments of effective PR.

Jane said: “Come along and discover how we harnessed the power of social media for social good. Join us to understand how you can attract influencers to increase your reach and build your business’s profile. And take note when we reveal where we wished we hadn’t spent our money.”

The event will take place at the University of Derby’s Kedleston Road Campus on Thursday 13 September 2018, between 6pm-8pm. Tickets are free for students, £10 for CIPR members and £15 for non-CIPR members, plus a booking fee. Admission includes free parking and vegan nibbles.

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