Challenge 22 is the flagship project of Animals Now (formerly Anonymous for Animal Rights), an Israeli NGO established in 1994, promoting animal protection and cruelty-free living. Challenge 22 offers participants a free, supportive online framework for trying veganism for 22 days. More than 100K people from all over the world have participated in the project since its launch in March 2014. While similar programs around the world are based on vegan starter-kits and email guides, Challenge 22 is an interactive program that offers a unique combination of group support and personal mentoring. How does it work?

• Facebook: each mentee joins a secret Facebook group, which enables participants to share their experience and learn from each other.
• Experienced team: the group is mentored by experienced vegan volunteers – culinary experts, parents, students and longtime vegans. In addition to the group support, mentees can be assigned a personal mentor, for the space to share and ask privately.
• Registered dietitians: the program is supervised by certified dietitians who give nutritional advice.
• Structured program: each day participants receive a small task. By the end of the Challenge, mentees are equipped with nutritional information, cooking tips and recipes that enable them to maintain a healthy, tasty vegan lifestyle. It all happens in a very joyful and supportive atmosphere – people upload pictures of their dishes, share recipes and cooking tips, talk about their daily experience, and all in all, live a great adventure together with other people in the same spirit.