Generation Vegan (GenV), an international non-profit organisation is challenging UK Prime Minister Rishi Sunak to go vegan for one month in exchange for a donation of one million pounds to a charity of his choice. This is not the first time Generation Vegan has challenged a famous person to adopt a vegan lifestyle for a charitable donation. As Million Dollar Vegan, the organisation challenged The Pope and former U.S. President Donald Trump to try going vegan in the past. These campaigns are meant to highlight the impact of animal agriculture on the climate, pollution, deforestation, biodiversity loss, pandemic potential, antibiotic-resistance, public health, and the lives of billions of animals – both farmed and wild.
GenV CEO Naomi Hallum said, “Prime Minister Sunak has pledged to protect the future of our planet and has spoken more than once about the importance of showing compassion. Now, we ask him to follow his words with actions, and adopt a plant-based diet for at least one month. Our sincere hope is that he will accept our million-pound offer. We urge him to lead by example, and showcase how satisfying, healthy, and enjoyable – as well as ethically and environmentally positive – plant-based eating can be.”
The Science Is Clear
Scientists have been speaking in favour of the world switching to a plant-based lifestyle to mitigate climate change. The United Nation’s working group on climate change, IPCC, regularly releases updates on the status of global emissions and its top causes. According to their 2022 report, shifting to a plant-based diet itself can lead to a substantial reduction of greenhouse gas emissions when compared with a diet high in animal food sources.
According to researchers at the Natural History Museum, the UK is one of the world’s most nature-depleted countries, going so far as to say that due to the expansion of agriculture, ‘the UK has led the world in degrading the natural environment’ and animal agriculture accounts for 85% of all agricultural land in the UK. Raised public awareness of the impacts of animal agriculture and the negative impacts of a diet heavy in animal products on health has led to a growing shift in consumer habits towards more plant-heavy diets.
The Campaign
Rishi Sunak made history as the first Hindu to be elected to the Prime Minister’s position of the United Kingdom. As a practising Hindu, where ahimsa is one of the main ideals, Sunak will be encouraged to adopt a vegan lifestyle to lead the UK towards a more sustainable and promising future.
The campaign features full-page adverts in four major British newspapers- The Guardian, Metro, The Evening Standard and The i, urging Mr Sunak to accept the offer. GenV has also launched a takeover of the Westminster Underground station, with 5,000 campaign posters and billboards. GenV is also coordinating a large-scale stunt around Parliament and Downing Street, involving tractors, giant inflatables, a banner drop, and the distribution of hundreds of free vegan meals.
“Millions of people are already adopting – or moving towards – a plant-based diet to better protect their health, animals, and our planet. But now, as multiple environmental and health crises become ever more serious, we need urgent, positive and powerful leaders to set an example. Our genuine hope is that Mr Sunak provides it, and if he does, we are ready to sign that cheque for one million pounds,” added Naomi Hallum.
About Generation Vegan
Generation Vegan is a non-profit dedicated to educating people about the environmental, ethical, personal, and public health benefits of adopting a plant-based lifestyle. They provide free nutritional guidance and support for people who are new to veganism, with unique and inspirational programs like the 7-day and 30-day vegan challenges.
They launched in 2019 as Million Dollar Vegan, a flash campaign that challenged Pope Francis to go vegan for Lent in return for a USD1M donation to charity. Their campaigns have been supported by the likes of Sir Paul McCartney, Joaquin Phoenix, Amy Aela, Shilpa Shetty and doctors of international repute like Dr. Michael Greger, Dr. Dean Ornish and Dr. Nandita Shah.
In India, Generation Vegan has been instrumental in providing plant-based meals to the essential workers and underserved communities during the Covid lockdown and plans to educate more and more people about the benefits of a plant-based lifestyle through their campaigns.
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