Light-hearted, uplifting initiative empowers the public to take climate action - one delicious plant based meal at a time.
A bold new environment-focused campaign has launched and is encouraging meat-eaters across the UK to become Halfway Heroes by making 50 per cent of their weekly meals plant-based.
Spearheaded by Viva!, the Halfway Heroes campaign is designed to be a welcoming, empowering and positive step for people who want to reduce their environmental impact. It highlights how small, everyday choices can lead to real climate action, while breaking common misconceptions about plant-based food.
The message is simple: you don’t need to be perfect to make a difference,”
said Rachel Higgins, Environmental Campaigner at Viva!
This campaign is about inviting everyone to join the movement in a way that feels doable to them. Becoming a Halfway Hero is a fun, accessible way for people to take action on climate change without feeling overwhelmed by the need to be perfect.”
From reducing greenhouse gas emissions to cutting water and land use, eating more plants and fewer animal products is one of the most effective changes individuals can make for the planet. Halfway Heroes puts this environmental impact front and centre with a light-hearted tone and a strong focus on food that tastes as good as it feels.
The campaign offers a fresh, flexible approach that emphasises progress over perfection.
There’s a huge untapped audience out there who care about the environment but feel overwhelmed by climate messaging and don’t know where to start in making a difference,” added Rachel.
Halfway Heroes is about breaking down those barriers and making the first step feel achievable – and maybe even fun.”
The campaign also hopes to inspire lasting dietary change by helping people discover new favourite foods. The goal: turn curiosity into action, and action into habit.
With 22.6 kg of CO2e per kg of beef produced in the EU, the environmental toll of beef is undeniable. Deforestation, biodiversity loss, water pollution, and excessive resource use are all part of beef’s dark resume. As one of the least efficient foods to produce, beef demands vast amounts of animal feed — including soya grown in regions like the Amazon — intensifying environmental damage.
Viva!’s Halfway Heroes campaign calls on the public to cut their meat, fish, dairy, and egg consumption in half to dramatically reduce their carbon footprint. By taking this achievable step, people can play a powerful role in tackling climate change and protecting precious ecosystems.
We talk about electric cars and renewable energy, but we need to walk the walk with our diets too,” says Viva!. “Reducing animal product consumption by just 50% can have an enormous impact.”
This campaign is about action, not perfection. People want to help the planet but often don’t know where to start, we’re showing them that being a climate hero can be as simple as swapping a few meals a week.”
The campaign aims to make dietary change feel accessible, fun, and impactful – one burger at a time.
For more information, recipes, and to join the movement, visit:
See the Halfway Heroes video here:
https://www.youtube.com/watch?v=o-76HQTrXQA