Veganism is defined as avoiding all animal products including meat, dairy and eggs. This document discusses the definition and history of veganism as well as the health benefits of a vegan lifestyle such as reduced risk of heart disease and type 2 diabetes. Research on vegan diets preventing various cancers and diseases is also presented. The document then discusses what a balanced vegan diet entails and ensuring adequate intake of vitamins B12 and D through fortified foods or supplements. Lastly, climate change impacts of animal agriculture are covered, noting it accounts for 51% of greenhouse gas emissions globally.

1. Veganuary
Holly Victoria Hudson

2. What is veganism? Article analysis-
This is definition and history of veganism.
https://www.vegansociety.com/go-vegan/definition-veganism

3. Benefits of a Vegan lifestyle/diet-article analysis
A Lot of people think that living a vegan lifestyle has limitations but in fact it doesn't at all, here are some benefits of changing to a vegan life;
Reduced saturated fats. Dairy products and meats contain plenty of saturated fats. By reducing the number of saturated fats from your diet, you’ll
improve your health tremendously, especially when it comes to cardiovascular health.
Carbohydrates. Carbohydrates provide energy for your body. When you don’t have enough carbohydrates, your body will burn muscle tissue.
Fiber. A diet high in fiber (as vegan eating usually is) leads to healthier bowel movements. High fiber diets help fight against colon cancer.
Magnesium. Aiding in the absorption of calcium, magnesium is an often overlooked vitamin in importance to a healthy diet. Nuts, seeds, and dark
leafy greens are an excellent source of magnesium.
Potassium. Potassium balances water and acidity in your body and stimulates the kidneys to eliminate toxins. Diets high in potassium have shown
to reduce the risk of cardiovascular diseases and cancer.
Folate. This B vitamin is an important part of a healthy diet. Folate helps with cell repair, generating red and white blood cells, and metabolizing
amino acids.
Antioxidants. For protection against cell damage, antioxidants are one of the best ways to help your body. Many researchers also believe that
antioxidants help protect your body against forming some types of cancer.
Vitamin C. Besides boosting your immune system, Vitamin C also helps keep your gums healthy and helps your bruises heal faster. Vitamin C is also
an antioxidant.
Vitamin E. This powerful vitamin has benefits for your heart, skin, eyes, brain, and may even help prevent Alzheimer’s Disease. A diet high in grains,

4. Disease prevention
1. Cardiovascular disease. Eating nuts and whole grains, while eliminating dairy products and meat, will improve your cardiovascular
health. A British study indicates that a vegan diet reduces the risk for heart disease and Type 2 diabetes. Vegan diets go far in
preventing heart attack and stroke.
2. Cholesterol. Eliminating any food that comes from an animal and you will eliminate all dietary cholesterol from your diet. Your
heart will thank you for that.
3. Blood pressure. A diet rich in whole grains is beneficial to your health in many ways, including lowering high blood pressure.
4. Type 2 diabetes. Not only is a vegan diet a weapon against Type 2 diabetes, it is also "easier to follow than the standard diet
recommended by the American Diabetic Association."
5. Prostate cancer. A major study showed that men in the early stages of prostate cancer who switched to a vegan diet either stopped
the progress of the cancer or may have even reversed the illness.
6. Colon cancer. Eating a diet consisting of whole grains, along with fresh fruits and vegetables, can greatly reduce your chances of colon
cancer.
7. Breast cancer. Countries where women eat very little meat and animal products have a much lower rate of breast cancer than do
the women in countries that consume more animal products.
8. Macular degeneration. Diets with lots of fresh fruits and vegetables, especially leafy greens, carrots, pumpkin, and sweet potatoes,
can help prevent the onset of age-related macular degeneration.
9. Cataracts. Much the same way macular degeneration is headed off by a vegan diet, cataracts are also thought to be prevented
through the intake of the same fruits and vegetables. Produce high in antioxidants are also believed to help prevent cataracts.
10. Arthritis. Eliminating dairy consumption has long been connected with alleviating arthritis symptoms, but a new study indicates that
a combination of gluten-free and vegan diet is very promising for improving the health of those suffering from rheumatoid arthritis.
11. Osteoporosis. Bone health depends on a balance of neither too much or too little protein, adequate calcium intake, high potassium,
and low sodium. With a healthy vegan diet, all four of these points set a perfect scenario for preventing osteoporosis.
http://www.nursingdegree.net/blog/19/57-health-benefits-of-going-vegan/
A vegan lifestyle can also prevent disease!

5. What’s a balanced vegan diet?
Currently, there are 15,000 Vegan in the UK. Vegan diet is high in Fibre, Vitamin C and Folate as this is because of the food they
eat (Fruits and Vegetables.) however there are a few nutrients vegan do not receive; for example Vitamin B12 this helps the
human body keep healthy blood cells and helps to produce DNA it contributes to preventing anemia which makes people tired
and weak. Vegans suffer from lack of vitamin B12 as it's commonly found in animal products such as eggs, milk, cheese and
meat. Vegans include fortified breakfast cereals along with soya product i.e. soya milk and occasionally they consider to take a
B12 supplement. Another nutrient vegan lack in is Vitamin D, Vitamin D used by humans via sunlight and 80-90% dairy products
(which vegan do not have) so they obtain from dairy products by using fortified vegan spreads and soya products such as milk
and of course sunlight. However, a vegan who don't live in sunny climates or for when it becomes winter they substitute for
vitamin D supplements.
The NHS website states that is what a regular vegan balanced diet should look like.
1. Eat at least five portions of a variety of fruit and vegetables every day.
2. Base meals on potatoes, bread, rice, pasta or other starchy carbohydrates.
3. Choose wholegrain where possible.Have some dairy alternatives (such as soya drinks and yoghurts).
4. Choose lower-fat and lower-sugar options.Eat some beans, pulses and other proteins.
5. Choose unsaturated oils and spreads, and eat in small amounts.
6. Drink plenty of fluids – the government recommends 6-8 cups/glasses a day
http://www.bbcgoodfood.com/howto/guide/balanced-diet-vegan

7. • Observation:
From my survey almost all of my servers knew
about veganism (88.89%) apart from one person
who was the minority of (11.11%)
• What this says about my audience:
It’s shows that my audience knows what veganism
is so let's hope they can expand their knowledge.
Primary Research- Survey Monkey

8. • Observation:
From my survey i can see that 6 out of the 9 who
took my survey would be interested in going vegan
and only 2 wouldn't be interested in veganism
because they couldn't cope without having animal
products in their diet and lastly from my observation
i can see that we have a vegan taking part in this
survey.
• What this says about my audience:
From my survey i can say over half of my servers
would be interested in a vegan diet even if it’s
limiting animal products out of their current diet or
going vegan completely which says they are open
minded people for accepting and being interested in
something which doesn't conform to society
standards. However there was one person who was
adamant that going vegan wouldn't be for them
because they like meat too much.
Primary Research- Survey Monkey

9. • Observation:
From this observation almost all of my surveyor had an
answer for them not to go vegan the majority said they
would miss animal products like meat or dairy too
much.
• What this says about my audience:
This says that virtually all of the people who my survey
said they miss animal products too much so they
wouldn't go vegan. However, some people’s reasons
were because either it's too expensive or that going
vegan makes your diet less diverse so I think it says
that some of my servers have not researched a lot
about veganism. For example; the servers should
research vegan recipes and then see if a vegan diet is
less diverse and for vegan alternatives majority of the
time aren't more expensive than animal products
because there isn't such a long procedure from animal
to animal product e.g butter. So to conclude this
question say that my audience should research more
about veganism.
Primary Research- Survey Monkey

10. • Observation:
From my observation i can see that virtually all of my
audience don’t really have much of a complex with
people living a vegan lifestyle.
• What this says about my audience:
This says that my audience again is open minded and i
think this is a good thing because a lot of vegan are
given negative stereotypes especially through social
media and some people even admire vegans for what
they are doing for animals, the plant etc.
Primary Research- Survey Monkey

11. • Observation:
From my survey i can see that a good majority would
either miss meat or cheese, i find this pattern rather
interesting that so many people would practically miss
the same food groups, because if you think about all the
products vegan can't have i thought that there would be
an array of different foods e.g. chocolate, sweets,
cheese, different meats and fish. However one surveyor
said that they have missed yorkshire puddings.
• What this says about my audience:
This says that my audience are all like the same food
groups of meat and cheese.
Primary Research- Survey Monkey

12. Secondary Research-3 main Vegan Points.
1.Animals.
To help prevent the exploitation of animals, for many vegans is the main reason why they are and stay vegan. Humans are naturally
sympathetic and we all seem to have emotional attachments with animals in some why shape or form, and when people simply
acknowledge that an animal has lost it’s life just so you can have a snack/meal puts things into perspective, many people naturally
believe that living beings have a right to life and freedom. All in all Vegans avoid animal products because it's the most obvious way
people can stand up to animal cruelty and animal exploitation everywhere in the world.
2. Health.
Many, many people are converting to veganism as there are numerous health benefits such as increased energy, younger looking
skin, preventing illness and disease and eternal youth are just some of the many facts that veganism provides this can seem a bit
optimistic but there is a lot scientifically proven facts to the vegan way of living when this is compared to western diet.
3. Environment.
From simplest things such as recycling your household rubbish or to cycling to work/college, however the most effective change
a person can make to lower the carbon footprint and greenhouse gases is to cut out animal products. The production of meat and
other animal products industry places a heavy burden on the environment such as crops and water needed to feed the animals
as well as water the crops. On top of the transport needed for the sequence of farm to fork. Farming land and the crops to feed
the animals with is a huge contributor to deforestation, habitat loss and species extinction.

13. Animal testing- Lush
Lush is cosmetic brand which produces soaps,
shampoos, shower gels, lotions,
moisturizers, scrubs, masks and other
cosmetics for the face, hair, and body. All
there products are cruelty free and have
vegan or vegetarian recipes. There aim is to
make public and other cosmetic manufacturers
thats it is possible to produce and invent
products that are all reach to legal safety
requirements and of course to abolish animal
testing for good. The reason why lush products
are cruelty free is because they buy natural and
unprocessed ingredients, they also work closely
along scientist and animal right organisations.

14. Animal testing
YouTube: https://www.youtube.com/watch?v=N2NbBXFskMc
When it come to public’s knowledge of that really happens in animal testing laboratories, the public was outraged in
the 80’s and 90’s they animal testing campaign movement became larger and larger. The public protested, wrote to
their MP’s, signed petitions, gave donations to animal testing campaign groups and started to find alternative
cosmetics which did not test on animals. Eventually the government announced in 1993 european legislation to end
cosmetics and animal testing laws was passed.
The Cosmetics Directive forced European manufacturers stated that;
1. No finished cosmetic product can be tested on animals.
2. No cosmetic ingredients can be tested on animals.
3. No marketing or selling animal tested cosmetic anywhere in Europe.
However, large cosmetic companies persuaded against the legislation saying that they need time to find alternative
for animals testing, the European legislation kept giving them delays 20-years later (cosmetic companies still
continued to sell products tested on animals) and is now asking for an additional delay of 10 years.
Lush has had enough and is produced a global campaign and has partnered with HSI (Humane Society International)
to collect 350,000 signatures and they organised making the EU Parliament to enforce the Cosmetics Directive, and
it worked.

15. Lush Fighting Animal Testing: Live Demonstration at Regents Street
After waiting 20 years for the abolishment of animal testing in europe, Lush has had enough after knowing the cosmetic companies
have asked for an additional 10 years to find another way to refrain from animal testing. Lush was outraged by this and created live
demonstration at there regents street lush shop in london. They wanted show the public what really happens in animal testing labs
and for them to sign a petition that enough is enough for animal testing. Lush campaign manager told the daily mail on what she
thought about animal testing; “The ironic thing is that if it was a beagle in the window and we were doing all these things to it, we’d
have the police and RSPCA here in minutes. But somewhere in the world, this kind of thing is happening to an animal every few
seconds on average. The difference is, it’s normally hidden. We need to remind people it is still going on.'”
Youtube-https://www.youtube.com/watch?v=f4K9iSyj_lk

16. Animal testing-So how are cosmetic companies getting away
with animal tested products?
European Union made it illegal so that any finished cosmetic product can not be tested on animals and no cosmetic ingredients can be tested
on animals and lastly that there is no marketing or selling animal tested cosmetic anywhere in Europe.
20 years later “The use of animals to test cosmetics products or their ingredients is banned in the UK and all other member states
of the European Union.” Because of this, since March 2013 Cosmetics Directive stated that any cosmetic product which has been tested
on animals before 2013 can carry on manufacturing products but any new products/ingredient after 2013 must not be tested on
animals. And any new product/ingredient launches must be testing on artificial skin cells for safety tests. Britain and the EU are using these
skin cells for testing instead of animals and they are encouraging countries outside the EU to look at alternative for animal testing. However
unforuntalty others countries such as China and the United States of America are still using animals for testing cosmetics ingredients and
products.
Any products which were made in Europe, would have to be retested on animals in China if a western cosmetic brand would want their
products to reach the Chinese market, this is because Chinese laws stated that any cosmetic product which has not been tested on animals
would re-tested on animals in China even if the product was already safe for use. Cosmetic companies and animal welfare groups campaigned
that this is a waste of time, money and animals life, Scientists from Britain started training Chinese scientists to use alternatives for animal
testing such as the skill cell procedure. This programme has currently being going on for more than a year now and is concluding to Chinese
authorities banning all animal testing for toiletries, lipsticks, moisturisers and other beauty products.
https://www.theguardian.com/world/2015/nov/07/china-cosmetics-uk-training-stop-animal-testing https://www.rspca.org.uk/adviceandwelfare/laboratory/testingchemicals/cosmetics

18. Climate change
Climate change is heavily affected from animal farming. “In fact it’s 51% of the worldwide
greenhouse gas emissions said Robert Goodland and Jeff Anhang who are environmental
specialists.”
These harmful emissions are caused from the use of land, land where animals need to graze
and to grow the crops to feed the animals. Energy consumption is a large player caused
through greenhouse gas emissions by agricultural farming. Energy is used to keep the
animals alive, slaughter them and transporting them, also all the deserted CO2 emissions
that are caused through animal respiration also animals also release methane this gas has
warming properties (global warming) methane is 86 more dominant than carbon dioxide.
Animals produce such large amounts of methane from their digestive process and
excrement. Its stated that animal agriculture farming is considered to be the leading
producer of methane gas worldwide. Including the CO2 and Methane, animal agriculture
farming is responsible for nitrous oxide emissions, This gas is 268 times more harmful than
carbon dioxide. (in terms of global warming.) Nitrous oxide is released when the animal's
excrement is broken down.
References[i] Hedenus F., et al. 2014. ‘The importance of reduced meat and dairy consumption for meeting stringent climate change targets’.
http://link.springer.com/article/10.1007%2Fs10584-014-1104-5 (Assessed 16 August 2014).[ii] Goodland, R., and Anhang, J., 2009. Livestock and climate
change. [pdf] World Watch. Available at: http://www.worldwatch.org/files/pdf/Livestock%20and%20Climate%20Change.pdf (Assessed 16 August
2014).Goodland, R., and Anhang, J., 2009Myhre. G., et al. 2013. ‘Anthropogenic and natural radiative forcing’. In Climate Change 2013: The Physical Science
Basis. Contribution of working group / report of the Intergovernmental Panel on Climate Change Environmental Protection Agency, 2012. ‘Overview og
greenshouse gases’. Available at: http://www.epa.gov/climatechange/ghgemissions/gases/ch4.html (Assessed 16 August 2014).Myhre. G., et al.
2013.https://veganuary.com/why/environment/youll-protect-nature/

19. Save water
Producing animal products such as meat,eggs
and dairy requires large amounts of water as
animals need water for;
1. Drinking.
2. Washing them.
3. Cleaning their living spaces.
4. To cool them down during hot
weather.
5. Water the grain they feed from.
And to conclude the United Nations says that
animal agriculture is “having an enormous
impact on water use”.
References[i Food and Agriculture Organisation of the United Nations, 2006.
‘Livestock’s role in water depletion and pollution’
ftp://ftp.fao.org/docrep/fao/010/a0701e/a0701e04.pdf [Assessed 20 October 2014].[ii]
Water Footprint Network, 2011. http://www.waterfootprint.org/Reports/Report49-

20. Protect Nature
Animal agricultural farming needs a huge amount of land, for the animals to
graze, live and to produce grain to feed them. “Agricultural scientists estimate that
eating meat requires four-and-a-half times more land than is necessary for a vegan diet.”
Rainforests are being destroyed to provide room for animal agricultural
farming. The Centre for International Forest Research reports “That in just over
ten years the Amazon has lost an area of forest twice the size of Portugal.”
As director general David Kaimowitz states: “Cattle ranchers are making mincemeat out of
Brazil’s rainforest.” From agricultural farming affects climate change, greenhouse
gases, CO2 and along with other incredibly harmful gases and pollutants
such as methane and nitrous oxide into the atmosphere.
Presently 30% of the earth’s full surface is used to graze and rear animals
and along with another 33% of land is used to grow crops to feed agriculture
animals.
References[i][i] Spedding, C.R.W., ‘Food for the ‘90s: The Impact of Organic Foods and Vegetarianism’, 1990 pp. 231-241[ii] Food and Agriculture
Organisation of the United Nations, 2006. Available at: http://www.fao.org/newsroom/en/News/2006/1000448/index.html [Accessed 14 September
2014][iii] Goodhand, R., and Anhang, J., 2009. Livestock and climate change. [pdf] World Watch. Available at:
http://www.worldwatch.org/files/pdf/Livestock%20and%20Climate%20Change.pdf (Accessed 16 August
2014).https://veganuary.com/why/environment/youll-save-wildlife/

21. Stop Pollution
Leakages from cesspits (this is a soak pit which is not sealed at the
bottom) as well as manure sprays on agriculture fields which then are
contaminating our waterways.
As Natural England, a public body responsible to the UK Secretary of State
for Environment, said “The single biggest threat of water pollution is from
agriculture.” Thousands of miles of waterways worldwide are polluted each
year. These are just a few of the headlines reporting the issue:
Bessbrook fish kill blamed on farm waste pollution – BBC News Northern
Ireland (2014) < Farming practices and climate change at the root of
Toledo water pollution – The Guardian (2014) < Deadly algae are
everywhere, thanks to agriculture – Scientific American (2014)<
Intersex fish found in Pennsylvania rivers spur search for chemicals – Los
Angeles Times (2014.)
References;Natural England, http://www.naturalengland.org.uk/ourwork/farming/csf/cgs/default.aspx (Assessed 14 August
2014)World Resources Institute, 2008. ‘Eutrophication and hypoxia in coastal areas: a global assessment of the state of
knowledge’. http://pdf.wri.org/eutrophication_and_hypoxia_in_coastal_areas.pdf (Assessed 14 August
2014)https://veganuary.com/why/environment/youll-save-wildlife/

22. Save energy
Having a vegan diet is more energy-efficient and will produce less
greenhouse gases than producing animal products.
Energy is then used in…fuel to transport the grain to the manufacturer's;who then
use more machinery to process the feed;and then transport the food to the farms;who
then transport the animals to the slaughterhouse;where more machinery is used to
kill the animals;before transporting the meat to processing factories;where yet more
machinery is used to package the meat;before it’s transported to the shops;where it
is kept refrigerated or frozen until it’s sold;then taken home and cooked (for typically
longer periods and higher temperatures than non-animal product.
Scientists at Cornell University in America found that; to produce one calorie of food
energy from beef requires 40 calories of fossil fuel energy. In comparison, one calorie
of human-edible grain takes 2.2 calories of fossil fuel energy.
Mark Bittman, food journalist and author, describes it:
“Eating a typical steak for a family of four is the equivalent, energy-wise, of driving
around in an SUV for three hours – while leaving all the lights on at home!”
Reference[i] Pimental, D., 2003. ‘Sustainability of meat-based and plant-based diets and the environment’.
http://ajcn.nutrition.org/content/78/3/660S.full (Assessed 16 August 2014).https://veganuary.com/why/environment/youll-
save-wildlife/

23. Save Wildlife
The consumption of animals is the biggest contributing element to the habitat loss
and extinction. Agricultural farming and fishing is a huge reason to water pollution
and deforestation which concludes in wildlife environment being destroyed. Sloths
are seriously affected by deforestation.
Every second, any area of rainforest equivalent to a football field is cleared to
provide space to grow animal feed and for pasture grazing.
The charity Rainforest Concern stated that; “1 lb beef = 200 sq m of rainforest
destroyed.”
‘10,000 years ago, free living animals made up 99% of the biomass and human beings
made up only 1%. Today, humans and the animals that we own make up 98% of the
biomass. We’ve basically stolen the world, the earth, from free-living animals to use for
ourselves’. (Cowspiracy)
Exploiting our oceans The destruction of habitats doesn’t stop on land.
According to a United Nations Food and Agricultural report:96% of all wild fish
species are moderately exploited, or worse.
References:Dr. Oppenlander, 2012. ‘Biodiversity and food choice: a clarification’ [online] available
at:Clarificationhttp://comfortablyunaware.com/blog/biodiversity-and-food-choice-a-clarification/ [Accessed 29 October 2014].[ii] Save the rainforest. 2012.
‘Facts about the rainforest’. [online] Available at: http://www.savetherainforest.org/savetherainforest_007.htm [Accessed 29 October 2014].[iii] Rainforest
Concern, 2008. [online] Available at: http://www.rainforestconcern.org/rainforest_facts/why_are_they_being_destroyed/ [Accessed 29 October 2014].[iv] FAO

24. Veganury Profiles

25. What is Veganuary?
Veganuary is a charities similar to Stoptober or Movember it raise awareness for veganism. So they promote try
veganism for January. Veganuary chosen january because it's a time where people have new year's resolutions, what
to possible lose weight and or optimistic about a new year coming to cleanse.
“Veganuary aims to reduce the suffering of animals by inspiring and supporting people across the globe
to go vegan for the month of January”
Last January Veganuary has 23,000 participants which officially register to take part in Veganuary 2016 via their
website not including all the people who didn't register through the website but they know they were taking part from
social media, work teams and friendship groups.
“81% of 2016 survey respondents confirmed they are intending to maintain the changes they made
during their vegan month! What a life-changing response rate” Said Veganuary- website.

26. Secondary Research
As Veganism is becoming more and more popular food chain restaurants and takeaway branches are
introducing vegan options. Just recently Veganuary worked is Nando’s which is a internationally food chain
portuguese restaurant which ironically centred around their famous pri-peri chicken.

27. Infographics.
In the past two years veganuary has flourished
concluding in over 23,000 people making a difference in
the month of January alone.
This infographic choice of colour is very eye catching
from using such bright and vibrant colours, the
typography of using capital writing makes it bold and
draws attention to the key parts of this infographic.
Communication is this infographic is key, this clarity of
this infographic is well presented and clear to
understand and read.
Also there isn't really a lot of text it's mainly graphics of
countries which makes it conciseness because it's
simple and straightforward.
People who are reading this infographic can trust that
the fact and accuracy of this is right because it has got
the veganuary logo which identify this infographic
linked to the veganuary brand.

28. Infographics.
This infographic has used again bright vibrant colours like
the other two infographic previously, however even though
a similar colour palette has been used but the way they
have linked the colours is different because the colour red
has connotations of blood and danger which used used for
the omnivore (meat eaters) in this pie chart where as
vegan in this pie chart has the colour orange, orange is a
colour which portrays tranquility and calmness and it's
also linked to the veganuary colour. This shows that this
graphic is using colour to portray connections of good vs
bad.
Its also a very conciseness and clarity infographic as there
is very few words and how they have used a bold pie chart
is straightforward and to the point which makes avoiding
ambiguity less likely and not to mention the accuracy of
this infographic will be right because it came from the
veganuary website which makes it trustworthy as well.

29. Vegan Facts

30. Secondary Research http://www.cowspiracy.com