Better Eating, an up and coming nonprofit has started a Kickstarter campaign to raise money to get off the ground. The company, whose goal is to promote more ethical eating through a vegan diet has raised over $78,000 of their $97,500 goal since it was created in mid-April.

Better Eating’s goal is to promote vegan eating to the general public by creating animated videos informing their audience of inhumane practices, public health, environmental impacts, and more. In order to depict inhumane practices in the food industry, the animated videos will replace those such as graphic slaughterhouse footage which is often removed from social media platforms for its content.

The company is using these videos to target individuals rather than the public in general. By filling out a survey on their website, users will be able to input information such as their biggest struggles with taking on a vegan diet and their favorite food so videos can be targeted directly to them to help address these concerns. The videos will pop up sporadically on users Facebook feeds for a consistent reminder of why being vegan can help them and how it can be feasible for everyone.

Michael Webermann, Strategic Director of Better Eating stated, “This new nonprofit will use the latest technologies to empower people with the knowledge and tools they’ll need to live more ethically.” He continued to explain how the vegan population has stalled at 2 percent and their goal is to make this number grow significantly. They will be starting in the U.S., but have plans to spread their message all around the world.

If the Kickstarter reaches its goal, an unnamed foundation will match the funds raised for a total of $195,000. The campaign page states, “Our educational programming will be rolled out in waves, beginning with focus group tests in summer 2017. We will start work immediately following the success of this campaign, and do not have any reason to expect delays.”

Their small team is located in Los Angeles, California and is composed of directors, managers, animators, designers, and engineers. The campaign is all or nothing and will end May 10th. Pertaining to their monetary goal, their page states, “we can’t properly undertake this effort for less. If we fall short, we get nothing.”