Fundación Veg (previously Vegetarianos Hoy) has launched a campaign in the Santiago Metro to encourage a vegan diet during Chile’s Fiestas Patrias, when traditional dishes made with meat and other animal products are widely consumed.
The campaign features an image designed by national artist Fab Ciraolo, showing vegan actor Joaquin Phoenix surrounded by happy, alive farm animals and holding a vegan burger certified by V-Label. According to the non-profit the phrase is a nod to Phoenix’s 2020 Oscar speech promoting veganism.
The phrase, “Be like Joaquin and discover the great variety of vegan products that exist today,” leads the campaign to encourage citizens to explore vegan options.
A QR code on the panels directs users to the website www.sellovegano.com, offering a comprehensive resource of V-Label-certified vegan products. Passengers who encounter the campaign can participate in a contest to win a t-shirt by uploading a photo of the campaign to their social media with the hashtag #18Vegan and tagging @vegetarianos_hoy and @vlabel.latam.
“We installed these posters in eight stations with a powerful message to raise awareness that animals are someone, not something, encouraging the consumption of vegan products,” Fundación Veg posted on social media.
A platform to raise awareness
Based in Santiago, Fundación Veg is an international organization working in Argentina, Ecuador, Chile, Colombia, Mexico, and Peru to promote plant-based diets and reduce the suffering of farm animals. As part of its efforts, it has launched VeggieChallenge.org, which the non-profit days has thousands of inscriptions every year.
Since 2013, the non-profit organization has been certifying products with its Sello Vegano (“vegan seal”) and, since 2018, with the V-Label across Chile and other Latin American countries. In Latin America, Chile leads in V-Label certifications with over 2,500 products. Worldwide, there are over 70,000 products carrying the label.
With this campaign in the Santiago Metro during the Fiestas Patrias (commemoration of independence from the Spanish crown), Fundación Veg seeks to inspire lasting change in Chileans’ consumption habits, promoting a sustainable and ethical diet without sacrificing flavor or tradition.
According to Ignacia Uribe, general director of Fundación Veg, one of the main challenges for vegan companies is the ban and control of the labeling of plant-based meat promoted by the meat lobby. This bill passed in 2023, but a new bill aims to define and label plant-based meat, dairy, and eggs as “simulated food.” It is currently being debated on the House floor.
“Fondas, ramadas, typical foods, folk dances, and music are undoubtedly the protagonists of our Fiestas Patrias. But this year, we want to go a step further and use this celebration as a platform to raise awareness about the environmental and ethical impact of our consumption decisions. Opting for vegan products not only protects animals, but is also a significant act of responsibility towards our planet,” Uribe told local media.
