It was two years before we knew the full impact of this campaign.
In October 2021, former White House press secretary Stephanie Grisham published a book in which she wrote about our million-dollar offer. She said: “I was communications director at the time and I playfully asked the president if he would ever consider doing that, since the challenge would raise a lot of money for a good cause. I knew he loved his steaks and cheeseburgers, but one month didn’t seem that long.” The president’s response made headlines all over the world: He said he had declined to go vegan for one month because he feared he would lose brain cells!
Nonetheless, tens of thousands of Americans did download our Vegan Starter Kit, and were empowered to try plant-based eating. For every sign-up, we donated $1 to charity.