Raring to Go Vegan: ‘Challenge 22’ Project Officially Launches in the UK
The Challenge 22 project, launched five years ago by Israeli organization Animals Now, is a free online program that encourages people to try a plant-based diet for 22 days.
MARIA CHIORANDO: ‘Challenge 22 has officially launched in the UK, with the team behind the initiative saying Brits are ‘raring to try veganism’. The project, which was launched five years ago by Israeli organization Animals Now, is a free online program that encourages people to try a plant-based diet for 22 days. After Brit Dana Peer completed the Challenge herself, she was so impressed by it, she joined the team to tailor design a version to relate to the British people better, and to launch and manage the UK branch.
“The timing of the launch was perfect,” said Peer, Challenge 22 UK Project Manager. “With the massive increase in awareness of animal ethics, and climate change, along with rising interest in the potential health benefits of a plant-based diet, the British people have never been more ready and raring to try veganism… “Why a UK branch? Approximately 12,000 participants from over 160 countries take part in the Challenge every month, so it can be difficult to provide 24.7 support taking into account different time zones”…
Peer adds that it is crucial that UK participants have a ‘specialized experience’ – with content specifically suited to their culture and needs when it comes to relevant animal agriculture industry information, food ideas, and specific recommendations of brands and restaurants’. SOURCE…
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