A pro-vegan advert is slated to be the first to air on mainstream UK television.
The advert was created by Veganuary, a global organization that encourages people to try vegan in January and beyond.
Now Veganuary has launched a crowdfunder campaign to get its advert aired as widely as possible. Every donation made in the next week will be doubled as part of The Big Give's Christmas Challenge - the UK's biggest match funding campaign.
Veganuary produced the advert - which it describes as 'high-quality, attention-grabbing and thought-provoking' in collaboration with Kolle Rebbe ad agency and vegan film producer Fabian Weigt.
The charity says: "In true Veganuary style it's fun, funny and non-judgmental, yet is guaranteed to make people question how comfortable they truly are with their food choices."
The 30-second ad, which is earmarked to run on TV channels in the UK, Germany and the US between Christmas and New Year, features an international cast to 'demonstrate how this issue goes to the very heart of human nature'.
But, Veganuary points out, this widespread circulation is only possible if the crowdfunder total is met.
'The power of TV advertising'
"We all know the power of TV advertising to capture people's attention and influence their behavior, so getting the first pro-vegan ad on TV will be a major milestone for our movement," Toni Vernelli, Head of Communications at Veganuary, said in a statement sent to Plant Based News.
"Our crowdfunding campaign gives everyone a chance to play a part in making it happen.
"Thanks to the Big Give every pound donated will have double the impact, but we only have a week to raise the £40,000 needed to get this bold, fresh, and compelling ad in front of millions of people and inspire them to try vegan this January and beyond. Your support could help make history."