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."
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.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work 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.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.