Challenge 22 has officially launched in the UK, with the team behind the initiative saying Brits are 'raring to try veganism'.
The project, which was launched five years ago by Israeli organization Animals Now, is a free online program that encourages people to try a plant-based diet for 22 days.
After Brit Dana Peer completed the Challenge herself, she was so impressed by it, she joined the team to tailor design a version to relate to the British people better, and to launch and manage the UK branch.
'Raring to try veganism'
"The timing of the launch was perfect," said Peer,Challenge 22 UK Project Manager. "With the massive increase in awareness of animal ethics, and climate change, along with rising interest in the potential health benefits of a plant-based diet, the British people have never been more ready and raring to try veganism.
"I'm so thankful to have an excellent team of volunteer supervisors, leaders, mentors and registered dietitians from the UK who work tirelessly to bring the very best support to the people of the UK who want to try veganism. Together we provide a positive and embracing approach, without judgment and no matter their reason for trying vegan"
"Why a UK branch? Approximately 12,000 participants from over 160 countries take part in the Challenge every month, so it can be difficult to provide 24.7 support taking into account different time zones."
Peer adds that it is crucial that UK participants have a 'specialized experience' - with content specifically suited to their culture and needs when it comes to relevant animal agriculture industry information, food ideas, and specific recommendations of brands and restaurants.
"The key to the success of the program is a sense of community and togetherness, which is what keeps participants motivated and often helps them to remain vegan after the Challenge, should they choose to," Peer added.
"Providing a UK specific program really brings people together, and both participants and volunteers have built great friendships from the Challenge."