Around 250,000 people pass through London's Leicester Square every day - over today and tomorrow they will see a huge 'vegan sign'.
The sign, outside Leicester Square's Prince Charles Cinema, says: "PBN Presents Vegan 2019."
It has been put up ahead of the premiere of Plant Based News' latest documentary - Vegan 2019 - tomorrow.
The film is directed and produced by PBN founder Klaus Mitchell, who took a deep dive into how and why plant-based diets are rising to prominence, looking at some of the most significant vegan moments from the year.
These include growing awareness of the environmental impact of meat production due to catastrophes like the Amazon Rainforest fires, the growth of the plant-based meat industry - which saw its products take center-stage on fast food menus - and the rise in plant-based athletes.
The screening will be followed by a Q&A featuring members of the PBN team as well as three special guests - filmmaker and photographer Jack Harries, filmmaker Ali Tabrizi, and entrepreneur and athlete Heather Mills.
Following the event, PBN is hosting an exclusive after-party, which will take place at plant-based chain by CHLOE's Langham Place venue.
Vegan 2019 is kindly sponsored by abilllionveg - the revolutionary new platform where you can find reviews and recommendations for vegan-friendly food, restaurants and products near you.
Proceeds from the screening will be used to cover the cost of the event and support the work of Plant Based News.