Charity & Campaigns

GenV and Animal Rebellion Plan Huge PR Stunt With March to Parliament & Downing Street

As part of its campaign offering UK prime minister Rishi Sunak £1 million to go vegan for a month, charity GenV is set to conduct a major media stunt in central London next week.

When politicians return to Parliament on January 9, they will be greeted by five large tractors driving in loops past 10 Downing Street and through Westminster. Above the tractors, there will be inflatables shaped like a burning planet Earth, a cow, a £1M symbol, Rishi Sunak, and the GenV logo.

March to Downing Street with vegan food

There will also be a banner on Parliament Bridge with the message “GO VEGAN RISHI SUNAK”. The banner will be visible from all south-facing windows in Parliament.

Next, over 50 volunteers from GenV and Animal Rebellion will gather in Parliament Square, carrying the banner and a huge cheque for £1 million. After an hour of chanting for Rishi Sunak to go vegan, they will march down Whitehall to Downing Street, where they will continue to chant. Vegan food made by VFC and Shicken will be handed out to the public as the procession passes by.

a drawing of uk's pm rishi sunak for genv million dollar campaign 2023
© GenV

Westminster’s Underground station has also been taken over by 77 ads for the GenV campaign, while full-page ads are being taken out in four major national newspapers.

Previous campaigns

GenV rebranded from its former name, Million Dollar Vegan, in August of last year, to better reflect its updated mission. The charity has previously challenged other prominent figures, such as Pope Francis and Donald Trump, to adopt a plant-based diet in exchange for a large charitable donation. Both declined to take on the challenge, though the Pope gave the campaign his blessing. GenV has also donated over a million plant-based meals to those in need.

“Our sincere hope is that [Rishi Sunak] 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,” said GenV CEO Naomi Hallum.

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