A Life for the Animals – The Secretary General’s 20-Year Milestone

20 Years as a vegan – A Journey Toward Compassion and Action

A Reflection on Choices and Values

Today marks a special day for me—it’s been 20 years since I chose to become a vegan. But I’m not focused on how long I've been vegan; for me, it’s not about time, but direction. What matters isn’t how long you’ve been on this path, but that you’re moving forward—choosing to make a difference for animals, the planet, and yourself.

The Beginning of the Journey

Twenty years ago, I became deeply interested in ideas about nonviolence and how to create a better, more just world. I read about ethics, philosophy, and social movements, and many thinkers I admired were vegetarians. That led me to google the word "vegetarian." The first thing that came up was PETA’s video Meet Your Meat. After watching it, I knew I couldn’t continue as before. I had a responsibility. I made the decision to become vegan right then.

20?? – one of the first times I handed out flyers in Denmark

Taking the First Steps

My vegan journey started with large servings of Indian food and basic ingredients from the local supermarket. To my surprise, I quickly found useful, vegan products. Shortly after, I got actively involved. I ordered materials from peta2, handed out flyers about fish rights at my school, and talked to friends and classmates about my choice.

Organizing and Activism

I started SETA (Students for the Ethical Treatment of Animals) in both high school and university, organizing events, film screenings, and discussion salons. An internship at PETA gave me valuable insight into the international movement, and later I worked there. After moving to Denmark, I joined Dyrenes Alliance, where I’ve now worked for nearly 13 years.

Newspaper Clippings, 2006

Frontline Experiences

Over the years, I’ve tried nearly every form of activism. I’ve handed out flyers on streets and festivals, answered thousands of emails, organized campaigns, protested outside slaughterhouses and supermarkets, and led organizations. I’ve stood naked in winter cold to raise awareness, worn all kinds of animal costumes, faced police harassment, and even "borrowed" a Zamboni in the name of activism. I’ve met resistance and support, mockery and hope. I’ve had deep conversations with strangers who said that very talk changed their perspective.

2009: Jason disruptions an ice hockey game to expose how chickens are treated by McDonald’s. Holding a PETA sign saying “ McDonald’s Breaks Birds’ Wings and Legs,” Jason got time to share that birds killed for McDonald’s are grabbed by their legs and hung upside down in metal shackles. Many are still conscious when their throats are slit and they are dunked into scalding water.

Community and Connections

One of the most valuable things has been meeting and collaborating with some of the most courageous, compassionate, and inspiring people I know—people who have shaped my life and worldview. One of them even became my spouse. The community we build as animal rights activists is unique. We support each other through hard times and celebrate the small and big victories together.

2007, KFC Demo

Social Progress

Much has changed in the last 20 years. Back then, it was hard to find soy milk at the supermarket, and plant-based products were rare. Today, we have an abundance of vegan options—from milks to meals, snacks to beauty products. This results from a mix of technological advances, growing consumer awareness, and activists’ tireless work. More and more choose plant-based living—for animals, the environment, health, and justice.

Making a Difference—One Day at a Time

By estimates, since becoming vegan, I’ve spared about 7,300 animals from suffering and death in industrial farming—roughly one animal each day for 20 years. It’s overwhelming to consider, yet a powerful reminder: You can make a difference too. You can start saving animals right now by choosing a vegan lifestyle.

2008 KFC Demo. Jason on the right under the tree, his father on the left near the phone pole and no parking sign.

Toward a vegan Future

Though we still have a long way to go, we have also come incredibly far. I’m more convinced than ever that a vegan world is possible. It will require courage, persistence, and community—but we’re moving in the right direction. Every time someone chooses a vegan meal, questions the status quo, or acts for the animals, we take another step toward a more compassionate future.

2008 KFC Demo

Thank You for Being Part of the Journey

Thank you to all of you who are part of this journey—wherever you are. Thank you for choosing compassion, justice, and hope. Together, we’re building a more sustainable, just, and vegan world. I’m deeply grateful to be part of it.