Vegan initiative, No Meat May, which is now in its seventh year running, is set to attract a record number of participants from all around the world.
The Australian-founded movement states people should eschew from all animal products for four reasons: 'Improving personal health, ending factory farming, feeding the world, and saving the planet'.
'The evidence is undeniable'
No Meat May's Co-founder, Ryan Alexander, said: "The evidence is undeniable that a well-balanced, plant-based diet is far healthier than a diet rich in animal products. We also know that animal agriculture is a leading cause of climate change, rainforest destruction, species extinction, ocean dead zones, and consumption of scarce water resources.
"If just 20 percent of Aussies participated in No Meat May, they would collectively save over 80 million sea and land animals and almost 300,000 tonnes of carbon dioxide in just that one month."
It is reported that two million Australians now identify as vegetarian- with the country becoming the third fastest growing vegan market in the world.
'Fun, pleasure, and nourishment'
Alexander's partner, and No Meat May's second co-founder, Guy James Whitworth, says 'food should be about fun, pleasure, and nourishment', stating: "While our message is inherently serious, no one wants to be preached to, and we believe behavioral change should be an exciting adventure, and a dabble with reinvention.
"We recognize that most people change incrementally over time and No Meat May provides a safe stepping stone, evidence-based information, and support for that bold first step. There are so many exciting reasons to engage and inspire people to become plant powered superheroes and No Meat May provides a practical and fun way for people to give it a go."