Februdairy - a campaign aimed at promoting the dairy industry - is drawing to a close, with less than a week to go.
The plan aimed to emulate the success of Veganuary - which encourages people to try a vegan diet throughout January - but did it succeed?
The last few weeks has seen the campaign hit a few snags along the way.
First of all, vegans hijacked the Februdairy hashtag. At the time of writing, none of the top 20 tweets boasting the hashtag were pro-dairy.
In addition, the campaign's self-appointed spokeswoman, Livestock Sustainability Expert Dr. Jude Capper, broke one of her own suggestions, and started blocking vegans - including some who hadn't even engaged with her.
According to Dr. Capper, it is better not to block social media users, lest you appear 'rattled'.
Mic the Vegan looks and the highs and lows of Februdairy. Subscribe to PBN's YouTube Channel here
In this video, YouTuber Mic the Vegan looks at some of the key events of Februdairy.
He says: "It's time to do an update on the initiative, and all of its success.
"And failings. Mostly failings."