Halfway Heroes: A Strategic Step Towards a Compassionate Future

At Viva!, we’ve always proudly stood for animals, the planet, and health – and that means championing a fully vegan lifestyle. Over the years we’ve reached billions with our high-profile investigations and hard-hitting campaigns, we’ve inspired countless individuals to make a lifestyle change. We know the need for change is urgent – our climate is in crisis and billions of animals continue to suffer every day. So, we created the Halfway Heroes campaign to encourage action in those who have previously remained unreceptive to our message – we believe even a small change is better than no change at all.

We are encouraging people to make 50 per cent of their meals plant-based and when we designed this campaign, we knew it might raise questions among some of our most passionate supporters. If you’re reading this and feeling unsure, we want to speak to you directly. You care and so do we. That’s why we want to explain the thinking behind Halfway Heroes, why we’re excited about its potential, and why it’s not a step away from veganism, but a step towards it for the masses.

Meeting People Where They Are

We know the urgency of the climate crises. But we also know how hard it can be for many people to change overnight. Some feel intimidated by the idea of going fully vegan. Others just don’t think they can live without cheese or bacon – yet.

Halfway Heroes is about reaching those people, the millions sitting on the fence. Rather than letting them tune out because they feel overwhelmed or judged, we’re inviting them in with optimism, humour, and, importantly, delicious food.

By asking them to go 50 per cent plant-based, we’re giving them a tangible, achievable first step – one that’s still deeply impactful. What happens when someone replaces half their meals with amazing plant-based food? They start to change. Their tastebuds change. Their mindset shifts. And many go further.

Proven Pathways to Change

Research consistently shows that flexitarian approaches can serve as stepping stones toward fully plant-based living. People rarely jump to veganism overnight. Instead, they try Veganuary, find a favourite vegan burger, or start swapping dairy – and then keep going.

We’re not compromising our message. We’re being strategic. We’re using this campaign to drive the conversation around why reducing meat, dairy, fish and eggs matters: for the planet, for health and for the animals.

Creating Long-Term Impact

Every vegan journey begins somewhere. For many people, it begins with a campaign like Halfway Heroes – one that feels inviting and empowering while asking for incremental changes. Our aim isn’t to stop people at 50 per cent, it’s to open the door to plant-based eating.

And behind that door? The rest of our work. Our investigations, our campaigns, our guides to going fully vegan – all waiting for the moment someone is ready to go further. This campaign helps them get there.

Thank You for Keeping Us Accountable

We value your support, your passion, and your honesty. It’s because of dedicated vegans like you that we’re able to do this work at all. We hope you’ll see Halfway Heroes not as a dilution of our mission but as a powerful new tool to extend it.

Let’s work together to build a world where every meal makes a difference and where every step toward veganism is supported, encouraged, and celebrated.

Thank you for being on this journey with us.