10 Weeks to Vegan is a weekly e-mail collection from Vegan Outreach containing suggestions, recipes, and assets for these inquisitive about studying extra about animal-free consuming. We’ve tailored variations for a number of completely different international locations worldwide.

To evaluate the effectiveness of our program, we surveyed United States, Mexico, and India 10 Weeks to Vegan and Get Wholesome contributors earlier than and after they started the e-mail collection. With the intention to consider long-term change, we despatched out a follow-up survey to these in the US for whom it has been ≥6 months since finishing the collection.

The pre-test was emailed to contributors inside per week after they signed up for 10 Weeks to Vegan. We despatched the post-test roughly two weeks after folks completed your complete 10 Weeks to Vegan collection. To encourage participation, we provided two randomly chosen contributors per thirty days a $50, $300 peso, or 1,500 INR, respectively, Amazon reward card.

Response Charge

  • US pre-test: 7%
  • US post-test: 15.5% of those that took the pre-test
  • US ≥6-months post-series follow-up: 30% of those that took the post-test
  • Mexico pre-test: 10.5%
  • Mexico post-test: 10% of those that took the pre-test
  • India pre-test: 3%
  • India post-test: 10.5% of those that took the pre-test
  • Get Wholesome pre-test: 9.5%
  • Get Wholesome post-test: 12.5% of those that took the pre-test


We evaluated responses from contributors who obtained 10 Weeks to Vegan, took each the pre-test and the post-test, and reported studying no less than one e-mail. In complete, we evaluated responses from 500 US contributors, 105 Mexico contributors, 63 India contributors, and 103 Get Wholesome contributors.

We requested folks how usually they eat varied animal and plant merchandise. The pre-test asks how usually contributors ate varied animal merchandise within the final month and the post-test asks how usually within the final week. We observe the meals consumption questions with a query about whether or not they determine as a meat-eater, vegetarian, or vegan.

We thought of those that moved from being a meat-eater to vegetarian or vegan, or from being a vegetarian to vegan, as a constructive change. We categorized those that moved within the reverse path (vegan to vegetarian or meat-eater, or vegetarian to meat-eater) as a adverse change. Nevertheless,  anybody whose self-identity was vegetarian or vegan on the pre-test and moved in a adverse path at post-test was cross-checked to see if their food regimen frequency confirmed in any other case. We counted the web adjustments for our complete conversion figures.

For individuals who, based mostly on meals consumption, misclassified themselves as a vegetarian or vegan within the identification query at pre-test after which reverted to a meat-eater or vegetarian at posttest, we didn’t depend their reversal as a web adverse. In these circumstances, we assume that they didn’t perceive the definition of “vegetarian” or “vegan” at pre-test however then discovered the definition in the course of the collection. The conversion charges could be inaccurate if we thought of such folks as having reverted just because they discovered the definition.

We additional adjusted the outcomes to mirror findings from the management group in our previous Leafleting Effectiveness Research (LES). The LES requested the identical meals consumption query as our 10 Weeks to Vegan surveys. We discovered that these in our management group had a conversion fee of 1.6%. As a result of we’d have used this similar methodology if we had a management group for our 10 Weeks to Vegan surveys, we subtracted the 1.6% fee from all our web conversion charges to reach on the remaining, adjusted charges proven within the desk beneath.

Moreover, we in contrast the outcomes of those that signed up in-person versus on-line. In-person sources primarily got here from those that signed up by way of public outreach on faculty campuses or native occasions. On-line signups got here from those that signed up through an internet advert or by way of our web site.

We decided p-values utilizing a McNemar take a look at evaluating non-vegans at pre-test to complete conversions at post-test.


The adjusted conversion charges within the desk above present what proportion of contributors moved in a constructive path—both from meat-eater to vegetarian or vegan, or from vegetarian to vegan. In all however one occasion, those that signed up on-line confirmed the best change.

All findings for the US 10 Weeks to Vegan and Get Wholesome have been statistically vital. All however the in-person food regimen frequency outcomes for Mexico have been statistically vital. As a result of the pool of respondents from India was comparatively small, the findings didn’t attain statistical significance.

Comply with-up Outcomes

We adopted up with 143 US contributors 6 months or longer after they’d accomplished 10 Weeks to Vegan. The outcomes have been very encouraging. There was no statistically significant recidivism between the time that they accomplished the post-test and the follow-up survey.

There was a slight enchancment in in-person outreach and a slight lower in on-line. The variations between the 2 have been solely statistically vital for the self-identity query.

Beneath are the outcomes from the preliminary pre-test to the ≥6-month follow-up survey.

Based mostly on this knowledge, it seems that our work is having an enduring impact.

Causes For Signing Up

Most contributors cited a number of causes for signing up for 10 Weeks to Vegan. Their motivations for signing up for this system fell into a couple of primary classes:

  • Well being
  • Assist with transitioning to veganism
  • Recipes
  • Perception into veganism
  • Animal welfare
  • Setting
  • Scale back animal product consumption


This analysis signifies that Vegan Outreach’s 10 Weeks to Vegan collection is having a substantial amount of success in motivating and serving to folks to develop into vegetarian and vegan.

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