First celebrity couple Beyoncé and Jay Z showed their support for veganism, promising a lifetime supply of free tickets to fans who adopted a plant-based lifestyle.

Now non-profit organisation Million Dollar Vegan has penned an open letter to Pope Francis, imploring him to go vegan for
lent. The campaign, fronted by 12 year old activist Genesis Butler, has pledged to donate $1m to the charity of his choice should he accept.

In the letter, Butler sites a number of reasons adopting a vegan lifestyle: from fighting climate change, deforestation, and antibiotic resistance, to ending animal suffering and decreasing sea, air and land pollution.

“Every person who commits to an animal-free diet during that period will save 8,160 litres of water, protect rainforests and wild species, and save 107kg CO2 – equivalent to a flight from London to Berlin,” Million Dollar Vegan claims.

The campaign, which launched earlier this month, has already garnered over 20,000 signatures in support. Among these are celebrity heavy weights Paul McCartney, Woody Harrelson and Joaquin Phoenix.

Million Dollar Vegan aims to leverage the influence of these celebrities, as well as that of Pope Francis, to raise awareness about the benefits of a vegan lifestyle. As the leader of over 1.2 billion Roman Catholics world wide, it is the hope of the campaign that they may reach as many people as possible – with or without his support.

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