Kevin Bacon becomes ‘Kevin Bean’ as Humane World for Animals launches weekly plant-based campaign

Kevin Bacon has temporarily become Kevin 'Bean' as part of a new campaign from Humane World for Animals aimed at encouraging people to replace meat with beans one day a week.

• Humane World for Animals launched Beansday, encouraging people to swap meat for beans every Wednesday.
• Actor Kevin Bacon temporarily renamed himself Kevin “Bean” to support the campaign and raise awareness.
• The organization said the initiative aimed to benefit animal welfare, environmental sustainability, and public health.

The campaign, launched on June 17, encouraged consumers to adopt a weekly plant-based habit by choosing beans instead of meat every Wednesday.

Humane World for Animals, formerly known as the Humane Society of the United States and Humane Society International, unveiled the initiative alongside a social media public service announcement featuring Bacon. The actor's temporary name change formed the centerpiece of the campaign's launch, with the organization hoping the lighthearted approach would draw attention to the impact of food choices on animals, health, and the environment.

Bacon, who lives on a 40-acre farm and has long been associated with animal welfare causes, said the campaign offered a simple way for people to make a difference.

“Over the years, I've developed a deep connection with animals. You get to know them as individuals, and it makes you reflect deeply about the food choices you make,” said Bacon.

“That's why I loved the idea of Beansday. One simple change in what you eat every Wednesday makes a difference for animals.”

Humane World for Animals described Beansday as an accessible entry point for people interested in eating more plant-based foods without requiring major dietary changes. The organization has launched an online hub featuring recipes from plant-based chefs and food influencers, as well as a pledge encouraging participants to commit to the weekly challenge.

Kitty Block, President & CEO of Humane World for Animals, said the campaign aligned with the organization's broader efforts to reduce animal suffering through changes in food systems and consumer behavior.

“Simple actions - like what we put on our plate - go a long way in helping animals,” said Block. “Beansday reflects our mission to tackle the root causes of animal suffering by making it easy for anyone to take a meaningful step for animals each week. By supporting people who choose to embrace more healthy, tasty, plant-based foods, we can also help build a better world for animals and our environment.”

The organization used the campaign launch to highlight what it described as the scale of animal agriculture globally. According to figures cited by Humane World for Animals, 97.6 billion land animals are raised and killed each year for meat, dairy, and egg production, while 27.9 trillion aquatic animals are killed annually by the food industry worldwide.

The group also pointed to the environmental footprint of livestock production, stating that animal agriculture accounts for at least 16.5% of human-induced greenhouse gas emissions. It added that animal agriculture uses approximately 83% of global farmland while providing 37% of the world's protein and 18% of calories.

Health was another central theme of the campaign. Humane World for Animals cited evidence linking high consumption of animal products, particularly processed meat, with increased risks of heart disease, diabetes, and certain cancers. The organization contrasted this with plant-based diets, which it said have been associated with lower cholesterol levels, lower blood pressure, reduced rates of heart disease, and lower rates of obesity and type 2 diabetes.

Beans featured prominently in the campaign's messaging due to their nutritional profile and affordability. Humane World for Animals described beans as a high-fiber source of protein that contains no cholesterol and provides important micronutrients including potassium, magnesium, iron, and zinc.

The organization also emphasized the environmental benefits of legumes, noting that beans typically generate significantly lower greenhouse gas emissions than animal-based protein sources. Their nitrogen-fixing properties can also reduce the need for synthetic fertilizers, contributing to soil health and biodiversity.

Cost was another factor highlighted by the campaign. Humane World for Animals said beans are generally less expensive than both animal protein products and many plant-based meat alternatives, making them accessible across a broad range of consumers and communities.

The launch forms part of the organization's wider efforts to encourage more plant-forward food systems globally. Humane World for Animals works with governments, educational institutions, healthcare providers, corporate food services, and other organizations to support plant-based purchasing and food policy initiatives in countries including the UK, USA, Canada, Brazil, Mexico, South Africa, India, and several nations across Southeast Asia.

Through Beansday, the organization is hoping that a single weekly habit can encourage more consumers to explore plant-based eating while contributing to its broader goals around animal welfare, environmental sustainability, and public health.

For now, at least, that effort has a high-profile ambassador willing to answer to a different name.

As Bacon put it: “If becoming Kevin Bean for a little while helps get people involved, I'm all in.”