Major Nationwide Pro-Vegan University Campaign Supported By Evanna Lynch

Actor Evanna Lynch is backing a new nationwide campaign which sees major cities hosting pro-vegan digital adverts on and around university campuses.

Animal rights organization Animal Justice Project created the initiative called Lifeline, which is also supported by actor Peter Egan, as well as MP Kerry McCarthy.

Kicking off at the start of the university academic year, cities including Cambridge, Manchester, Liverpool, Glasgow and Oxford will feature the adverts, which are up to five meters tall. There will also be ‘table wraps’ in student union cafes asking students to be a lifeline for animals by choosing veganism.

Providing a lifeline

Animal Justice Project – an international organization which promotes veganism and campaigns against animal experimentation – says Lifeline is ‘the first campaign to simultaneously focus exclusively on the two ways we use animals the most – ‘food’ production and animal experimentation’.

In reaching out to university students, the campaign is primarily reaching the people most receptive to change. According to a spokesperson: “42 percent of vegans are between 15 and 34 years old, indicating that young people are concerned the most about animal welfare, for example.

“Yet young people are turning towards veganism due to concerns not just about the intensive farming of animals, particularly on the back of powerful undercover investigation findings, but also the plundering of the environment for the meat industry – which can lead to deforestation, species extinction and habitat loss, and their health.”


As part of the campaign, Animal Justice Project will be urging animal rights groups across Britain to carry out their own ‘Lifelines’ on university campuses and high streets.

Lifelines have already been set up in the cities of London, Manchester, Bath and Oxford. “As the campaign rolls out across the country, Animal Justice Project will provide resources for campaigners to educate students and the public on veganism – so that they can distribute leaflets and resource cards, as well as show footage of British farms, slaughterhouses and inside laboratories,” said the spokesperson.

Vegan is compassionate

In a statement sent to Plant Based News, Evanna Lynch said: “Undercover investigations on factory farms and campaigns such as Lifeline are succeeding in opening people’s eyes about what we do to animals. The proof is already there with the number of vegans in Britain quadrupling in the past four years and, thankfully, veganism looks set to stay.

“We should seek every opportunity to help people make the connection, minimise suffering, and create positive changes for animals who are subjected to violence and exploitation each and every day.

“This means encouraging people to lead a vegan lifestyle – with compassion towards others, regardless of species. Because if we can, why wouldn’t we?”


Peter Egan added: “I’m supporting this campaign to raise awareness on the injustices taking place each day to animals used for ‘food’ and in experiments.

“Each of us, as individuals, has the power to stop animal cruelty simply by making choices – whether that be what we buy in the supermarket, or whether we opt into studies that harm animals. Let’s encourage and push the shift in veganism – let’s move towards a more compassionate society because the millions of animals hurt and killed each year by these two industries need us.”

Ayrton Cooper, Animal Justice Project’s Vegan Outreach Campaigner, said: “We are excited about this innovative campaign which simultaneously raises awareness on the two areas affecting so many animals. We urge local campaigners to get involved in Lifeline by ordering Lifeline sets so that they can use their voices to speak up for the animals in most need.”

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London Fashion Week drops fur from runway .. finally!

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Welcome to Lifeline! Our brand new, one-of-a-kind campaign launching around the UK at university campuses and on high streets across Britain. We’re so excited to finally be able to tell you all about it!

Lifeline is a great opportunity for animal lovers to get active for animals using mixed media to effectively tell others about their plight and ask student and members of the public where they draw the line with regards to animals.

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51% of chefs added vegan dishes to their menus in 2018

In 2018 51 per cent of chefs in the United States added vegan dishes to their menus, according to a new study by food industry insight company, Foodable Labs.

The 31 per cent rise in plant-based menu items from last year may be partly due to the influence of social media food-bloggers, the study found.

According to this study, tagged and shared photos of vegan foods have increased by 79 per cent in the last year and nearly half of influencers have requested more plant-based options at restaurants.

Aside from giving customers what they want, the move to add more vegan food is also a profitable one, as last year has seen a 300 per cent increase in the number of people who identify as vegan in the US.

In just one year, restaurant owners saw a 13 per cent increase in business in response to adding vegan options.

GrubHub, the nation’s leading takeaway delivery service reported that vegan dishes saw a 17 per cent increase in 2017.

For suppliers of meat-alternatives, the growth in popularity of a vegan diet has resulted in an ever-increasing demand. Ethan Brown, CEO of protein-alternative company Beyond Meat said ‘we’ve gone from pushing and really trying to convince to now just being in response mode where the consumer is now driving the ship, so to speak, and steering the ship and we are just trying to keep up.’

The shift has now also changed how restaurants market vegan food.

HipCityVeg CEO Nicole Marquis said ‘it’s no longer really about like interruptive marketing and manipulating someone’s purchasing choices, it’s really about communicating who we are, what we do, what we believe in. I think the driving force is really shared value.’

More individuals than ever are showing an interest in purchasing plant-based food. Increasingly, the change is being driven by flexitarian consumers who are making a conscious effort to reduce the number of animal products they eat, for health, environmental and animal welfare-related reasons.

As veganism becomes more popular, it is expected that even more restaurants and corporations will follow.

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