Ahead of World Vegan Day, Viva! asked people to try something simple: avoid animal-based products for 24 hours. We built the broadcast PR campaign around the vegan charity's research into the danger livestock farming poses to the planet, with one million animal and plant species at threat of extinction, and its #GoVegan24 campaign. The charity's director went on air across a radio day of interviews, inspiring positive discussions about veganism. The campaign secured 17 items of radio coverage reaching 2.6 million listeners, including Radio News Hub and BBC Radio Cornwall.
17Items of coverage
2.6 millionCombined reach
3h 11mTime on air
The story
Viva!, World Vegan Day
The aim
Viva! wanted to raise awareness of its #GoVegan24 campaign and inspire positive discussions about veganism.
The message
The charity asked people to avoid animal-based products for 24 hours on World Vegan Day, to highlight the environmental damage done by livestock farming.
The angle
Ahead of World Vegan Day on 1 November, research from the vegan charity highlighted the danger livestock farming poses to the planet, with one million animal and plant species at threat of extinction. It asked people to avoid animal-based products for 24 hours.
On air
The charity's director
The result
17 items of coverage reaching 2.6 million, including Radio News Hub and BBC Radio Cornwall.
About World Vegan Day
An annual day on 1 November, created in 1994 to mark the 50th anniversary of The Vegan Society. It celebrates the vegan community and is used by the Society and others to promote veganism, often leading a wider World Vegan Month in November. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning World Vegan Day for 2026?
World Vegan Day next falls on Sunday 1 November 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
