British animal rights charity Viva! has launched a new campaign called “Halfway Heroes”, encouraging meat-eaters to reduce their animal product consumption by going 50% plant-based.
The campaign will “put food front and centre”, with the aim of showing that eating plant-based doesn’t mean missing out on flavour, convenience or comfort. This will include a “Halfway Heroes Tour”, bringing free plant-based burgers made by THIS to city centres across the UK.
The tour dates are:
- Bristol – June 18
- Bath – June 20
- Leeds – June 23
- Manchester – June 24
- Oxford – June 26.
300 free burger samples will be served in each city, and passersby will receive information on the environmental benefits of reducing their meat consumption. Viva! team members will be on hand to answer questions and share tips, resources, and recipes.
“Action, not perfection”
To mark the launch of the campaign, Viva! has released a video showing superheroes — or “Halfway Heroes” — pursuing a beef burger called “The Methane Menace” across Bristol city centre. It aims to show that consumers can be a “hero for the planet” simply by changing what they eat.
Many of Viva!’s previous campaigns have focused on going fully vegan, but Halfway Heroes aims to widen the reach of the charity’s message by “meeting people where they are — with empathy, humour and great food”.
“This is a campaign about action, not perfection,” says Viva!. “It’s about helping people take that all-important first step – swapping out meat and dairy for delicious, planet-friendly plant-based options. It’s for the climate-conscious but not-yet-vegan, the curious but overwhelmed. And it’s here to show that every bite counts.”
