SUPPORT THE CATALYTIC TEAM

“One of the most important grassroots movements of our era.”
— Dr. Arvind Singhal, leading expert on social diffusion



PLANT-BASED
FOR THE
PLANET

THIS IS HOW HUMANITY SAVED ITSELF





THE PROBLEM


89% of the global population wants action on the climate.
But few believe anything they do will make a difference.

So they wait — for governments, corporations, or tech to help.
But nothing happens.

Young people are scared.
Even committed activists feel powerless.






THE SOLUTION


Grounded in the most comprehensive analysis of global food systems to date which found that avoiding meat and dairy is the single biggest way to reduce your impact on Earth (Poore & Nemecek, Science, 2018), our strategy targets the root cause of environmental collapse.

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We apply the Diffusion of Innovations framework to focus on the estimated 1.5 billion vegetarians, flexitarians, and others already predisposed to act. By activating this ready population to reach critical mass, we ignite a self-sustaining cultural cascade — one that rapidly restores land, water, and ecosystems through a shared shift in norms.

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Rather than relying on policy reform or technological breakthroughs, this data-informed, decentralized initiative enables individuals — not institutions — to lead the most effective and scalable environmental solution available.

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The planetary dugnad is now underway — a once-in-history moment in which voluntary collective action, in concert with leading NGOs, institutions, and cultural influencers worldwide, becomes humanity’s most decisive response to climate and ecological breakdown.

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We are moving beyond dialogue toward action — not someday, but now.

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DUGNAD ( "doo-ned" /'duːnæd/ )

A voluntary community effort where people come together to complete a shared task for the common good, cultivating cooperation, solidarity, and collective responsibility.


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At the Academy of Fashion Foundation (AOFF) — charitable arm of the Academy of Fashion Arts and Sciences, known for its vegan principles and leadership in fashion — we envision a thrivable future. Instead of yet another incremental attempt to do some good, we're going all the way, targeting the very core of the problem with a strategy that actually works.

The Academy of Fashion Foundation has catalyzed Plant-Based for the Planet, a decentralized, data-informed initiative designed to meet the climate and ecological crisis at its root.

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To support the catalytic team: Tax-deductible donations may be made through their fiscal sponsor, A Well-Fed World (EIN 27-0865905), on behalf of the Academy of Fashion Foundation.



THE STRATEGY

We’re igniting a systemic shift — a coordinated, data-informed, exponentially growing global movement.



PHASED EXECUTION PLAN


PHASE 1: LAYING THE FOUNDATION


  • Translate all messaging — including the keynote speech and dugnad definition — into 34+ languages, reaching 99% of the world population.
  • Submit dugnad as a neologism to major dictionaries and language authorities worldwide.
  • Build a centralized digital hub to house open-source assets: posters, videos, share kits, facts, FAQs.
  • Launch a concise, world-class keynote to be delivered by a global leader and spark mass inspiration.


PHASE 2: SEEDING THE NETWORK


  • Outreach to all vegan and climate-focused organizations — large and small — including student groups, plant-based businesses, and influencers.
  • Provide localized toolkits and translation packs.
  • Partner with major figures in fashion, entertainment, and activism to amplify the message.
  • Encourage use of #plantbasedfortheplanet to build visibility and track exponential adoption.


PHASE 3: ACTIVATING EXPONENTIAL GROWTH


  • Empower individuals to recruit family, friends, schools, and communities — creating a web of personal accountability.
  • Leverage social media, traditional media, and grassroots organizing.
  • Reveal what most people don’t know: 89% of people already want to save the planet — they just need clarity on how.
  • Normalize and trend the action: plant-based living becomes not fringe, but obvious, inevitable, and aspirational.


PHASE 4: CONSOLIDATION AND CULTURAL SHIFT


  • Sustain and amplify the momentum until the “late majority” tips via peer pressure and mass visibility.
  • Embed dugnad in global culture — through dictionary entries, public art, media appearances, and education.
  • Showcase rewilding stories — freed land, restored habitats, real planetary healing.
  • Track and publish progress across environmental, ethical, and public health metrics.






WHAT MAKES THIS DIFFERENT

  • No policy petition. We’re not asking governments to act.
  • No tech dependency. The solution already exists.
  • No barriers. It’s accessible, immediate, and personal.
  • No more blame-shifting. Everyone has power. Everyone has responsibility.

This is the first truly people-led climate solution on a planetary scale.

It spreads not by permission but by conviction — through clarity, simplicity, and our shared instinct to protect what we love.






WHAT WE NEED

To achieve planetary scale with minimal friction, this dugnad is designed for maximum impact at minimum cost.

It will be powered by:

  • AI-assisted translation and outreach
  • Decentralized content sharing
  • Open-source tools
  • Global collaboration with existing organizations

We are not building infrastructure. We are building momentum.

Most of the work can be done through automation, distributed volunteerism, and smart systems.

What we do need is catalytic support to:

  • Launch and coordinate initial translation and media assets
  • Deploy shareable toolkits and localization packages
  • Develop lightweight, scalable platforms and community trackers
  • Secure partnerships and amplify visibility through trusted global figures

Initial catalytic support of $500,000–$1 million will fund the ignition — not operations — of a chain reaction that sustains and spreads itself.

This is not a donation to a cause. It’s an investment in a turning point — the moment humanity saves itself, together.




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Included below are some of the posters shared with millions of individuals in their respective languages and a comprehensive list of existing as well as newly minted words (neologisms) in the 34 languages that together will reach the entire population on earth.






ENGLISH

Dugnad

A voluntary community effort where people come together to complete a shared task for the common good, cultivating cooperation, solidarity, and collective responsibility.


CHINESE (中文)

共帮力 (Gòng bāng lì)

一个自愿的社区努力，人们聚集在一起完成一项共同的任务，以实现共同利益，培养合作、团结和集体责任感。


HINDI (हिन्दी)

सहकार्यम (Sahkāryam)

एक स्वैच्छिक सामुदायिक प्रयास जहाँ लोग सामान्य भलाई के लिए एक साझा कार्य को पूरा करने के लिए एकत्रित होते हैं, सहयोग, एकजुटता और सामूहिक जिम्मेदारी को बढ़ावा देते हैं।


SPANISH (Español)

Colaboraje

Un esfuerzo comunitario voluntario donde las personas se unen para completar una tarea compartida por el bien común, fomentando la cooperación, la solidaridad y la responsabilidad colectiva.


FRENCH (Français)

Solidaction

Un effort communautaire volontaire où les gens se réunissent pour accomplir une tâche commune pour le bien commun, cultivant la coopération, la solidarité et la responsabilité collective.


ARABIC (العربية)

‎تعاونة (Ta‘āwana)

‎ ‎جهد مجتمعي تطوعي حيث يجتمع الناس لإكمال مهمة مشتركة من أجل المصلحة العامة، مع تعزيز التعاون والتضامن والمسؤولية الجماعية.



BENGALI (বাংলা)

সহযোগকর্ম (Sôhôjôgkôrm)

একটি স্বেচ্ছাসেবী সম্প্রদায়িক প্রচেষ্টা যেখানে মানুষ সাধারণ মঙ্গলের জন্য একটি ভাগ করা কাজ সম্পন্ন করতে একত্রিত হয়, সহযোগিতা, সংহতি এবং সমষ্টিগত দায়িত্ববোধ গড়ে তোলে।


PORTUGESE (Português)

Colabração

Um esforço comunitário voluntário onde as pessoas se unem para completar uma tarefa compartilhada para o bem comum, cultivando a cooperação, a solidariedade e a responsabilidade coletiva.


RUSSIAN (Русский)

Сособщность (Sosobshchnost)

Добровольное общественное усилие, когда люди собираются вместе для выполнения общей задачи на благо общества, развивая сотрудничество, солидарность и коллективную ответственность.


URDU (اُردُو)

‎اشتراکی کام (Ishtiraki Kaam)

‎ ‎ایک رضاکارانہ کمیونٹی کوشش جہاں لوگ مشترکہ بھلائی کے لیے ایک مشترکہ کام مکمل کرنے کے لیے اکٹھے ہوتے ہیں، تعاون، یکجہتی اور اجتماعی ذمہ داری کو فروغ دیتے ہیں۔



INDONESIAN (Bahasa Indonesia)

Gotongroyong

Sebuah upaya komunitas sukarela di mana orang-orang berkumpul untuk menyelesaikan tugas bersama demi kebaikan bersama, menumbuhkan kerja sama, solidaritas, dan tanggung jawab kolektif.


GERMAN (Deutsch)

Mitmachkraft

Eine freiwillige Gemeinschaftsanstrengung, bei der Menschen zusammenkommen, um eine gemeinsame Aufgabe zum Wohle aller zu erfüllen, wobei Zusammenarbeit, Solidarität und kollektive Verantwortung gefördert werden.


JAPANESE (日本語)

ドゥーナド

人々が共通の利益のために集まり、協力、連帯、集団的責任を育む、共有されたタスクを完了するための自発的なコミュニティの取り組み。


TURKISH (Türkçe)

Ortakimek

İnsanların ortak bir görevi tamamlamak için bir araya geldiği, iş birliği, dayanışma ve kolektif sorumluluğu geliştiren gönüllü bir topluluk çabası.


VIETNAMESE (Tiếng Việt)

Hợp tác công việc

Một nỗ lực cộng đồng tự nguyện nơi mọi người cùng nhau hoàn thành một nhiệm vụ chung vì lợi ích chung, nuôi dưỡng sự hợp tác, đoàn kết và trách nhiệm tập thể.


TELUGU (తెలుగు)

సహకార కార్యం (Sahakāra Kāryam)

ప్రజలు సామూహిక ప్రయోజనం కోసం ఒక భాగస్వామ్య పనిని పూర్తి చేయడానికి కలిసికట్టుగా పనిచేసే స్వచ్ఛంద సముదాయ ప్రయత్నం, సహకారం, ఐక్యత మరియు సమిష్టి బాధ్యతను పెంపొందిస్తుంది.


TAMIL (தமிழ்)

கூட்டு முயற்சி (Kūṭṭu Muyarchi)

மக்கள் பொதுநலனுக்காக ஒரு பகிர்ந்த பணியை முடிக்க ஒன்றாக சேரும், ஒத்துழைப்பு, ஒற்றுமை மற்றும் கூட்டு பொறுப்பை வளர்க்கும் ஒரு தன்னார்வ சமூக முயற்சி.


TAGALOG (Filipino)

Bayanihan

Isang boluntaryong pagsisikap ng komunidad kung saan ang mga tao ay nagsasama-sama upang tapusin ang isang ibinahaging gawain para sa kabutihang panlahat, na nagpapalago ng kooperasyon, pagkakaisa, at kolektibong pananagutan.


KOREAN (한국어)

함일

사람들이 공동의 이익을 위해 함께 모여 협력, 연대 및 집단적 책임을 함양하며 공유된 과제를 완료하는 자발적인 지역 사회 노력입니다.


JAVANESE (ꦧꦱꦗꦮ)

Sambatan

Upaya komunitas sukarela ing ngendi wong-wong padha kumpul bebarengan kanggo ngrampungake tugas bebarengan kanggo kabecikan umum, ngembangake kerjasama, solidaritas, lan tanggung jawab kolektif.


THAI (ไทย)

การร่วมแรงร่วมใจ (Kan Ruam Raeng Ruam Jai)

ความพยายามของชุมชนโดยสมัครใจที่ผู้คนมารวมตัวกันเพื่อทำภารกิจร่วมกันเพื่อประโยชน์ส่วนรวม ส่งเสริมความร่วมมือ ความสามัคคี และความรับผิดชอบร่วมกัน


GUJARATI (ગુજરાતી)

સહકાર કાર્ય (Sahakār Kārya)

એક સ્વૈચ્છિક સમુદાયિક પ્રયાસ જ્યાં લોકો સામાન્ય ભલાઈ માટે એક સંયુક્ત કાર્ય પૂર્ણ કરવા માટે એકત્ર થાય છે, સહયોગ, એકતા અને સામૂહિક જવાબદારીનું સંવર્ધન કરે છે.


POLISH (Polski)

Współpraca Społeczna

Dobrowolny wysiłek społecznościowy, w którym ludzie łączą siły, aby wykonać wspólne zadanie dla dobra wspólnego, rozwijając współpracę, solidarność i zbiorową odpowiedzialność.


PERSIAN (فارسی)

‎همیاری اجتماعی (Hamiyari Ejtemāi)

‎تلاش داوطلبانه جامعه‌ای که در آن مردم برای انجام یک وظیفه مشترک به منظور خیر عمومی گرد هم می‌آیند، همکاری، همبستگی و مسئولیت جمعی را پرورش می‌دهند.



BURMESE (မြန်မာ)

အသုံးပြုမှု (Athone Pyo Hmu)

လူများသည် အများပြည်သူအတွက် အကျိုးရှိသော ပူးတွဲတာဝန်တစ်ခုကို ပြီးမြောက်စေရန် စုပေါင်းကြိုးပမ်းသော ဆန္ဒရှိသော အသိုင်းအဝိုင်း၏ ကြိုးပမ်းမှုဖြစ်ပြီး ပူးပေါင်းဆောင်ရွက်မှု၊ သာယာမှုနှင့် ပူးပေါင်းတာဝန်ယူမှုကို တိုးတက်စေသည်။


AMHARIC (አማርኛ)

ተደራሽ ስራ (Tederash Sira)

ሰዎች ለአጋራ ጥቅም የተጋራ ተግባርን ለማጠናቀቅ በአንድነት የሚሰሩበት በፈቃድ የማህበረሰብ ጥረት ነው፣ ትብብር፣ አንድነት እና የጋራ ኃላፊነትን ያበረታታል።


MALAY (Bahasa Melayu)

Kerja Berkomuniti

Usaha komuniti sukarela di mana orang ramai berkumpul untuk menyelesaikan tugas bersama demi kebaikan bersama, memupuk kerjasama, solidariti dan tanggungjawab kolektif.


UKRAINIAN (Українська)

Колективна праця (Kollectyvna Pratsya)

Добровільне зусилля громади, де люди об’єднуються для виконання спільного завдання заради загального блага, сприяючи співпраці, солідарності та колективній відповідальності.


PASHTO (پښتو)

‎ټولنیز کار (Toloniz Kar)

‎یو رضاکارانه ټولنیز هڅه چیرې چې خلک د عامې ښېګڼې لپاره یو ګډ کار بشپړولو لپاره سره راټولیږي، همکاري، یووالی او ګډ مسؤلیت ته وده ورکوي.



BHOJPURI (भोजपुरी)

सहयोग काम (Sahyog Kaam)

एक स्वैच्छिक समुदायिक प्रयास जहाँ लोग साझा भलाई खातिर एक साझा काम पूरा करे खातिर एकजुट होखेलन, सहयोग, एकता आ सामूहिक जिम्मेदारी के बढ़ावा देत बा।


MAITHILI (मैथिली)

सहकार कार्य (Sahkaar Kary)

एकटा स्वैच्छिक सामुदायिक प्रयास जतए लोक सभ साझा भलाई लेल एकटा साझा काज पूरा करबाक लेल एकजुट होइत छथि, सहयोग, एकता आ सामूहिक जिम्मेदारी के विकास करैत छथि।


SERBO-CROATIAN (Srpskohrvatski)

Zajednički Rad

Dobrovoljni napor zajednice gdje se ljudi okupljaju kako bi dovršili zajednički zadatak za opće dobro, njegujući suradnju, solidarnost i kolektivnu odgovornost.


MALAYALAM (മലയാളം)

സഹകരണ പ്രവർത്തനം (Sahakara Pravarthanam)

പൊതു നന്മക്കായി പങ്കുവെച്ച ഒരു ജോലി പൂർത്തിയാക്കാൻ ആളുകൾ ഒന്നിച്ച് ചേരുന്ന സ്വമേധയാ സമൂഹ ശ്രമം, സഹകരണം, ഐക്യദാർഢ്യം, സമൂഹിക ഉത്തരവാദ


OROMO (Afaan Oromo)

Hojii Waliigala

Hojii hawaasummaa ofii keessatti hirmaachuun hojii tokko galii hawaasaaf ta'u gochuudhaaf walitti dhufuun waliif dantaa, waliigaltee fi itti gaafatamummaa waloo babal'isuun.

 

Sources

Science: Reducing food’s environmental impacts through producers and consumers

Chatham House: Food system impacts on biodiversity loss