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."
Maria is the head of written content for Plant Based News. Also a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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