Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
Young PR Lions Rachel Matovu and Helen Wood
UK
Change behaviour to reduce the high level of meat consumption in the western world. Highlight the hidden costs of meat consumption to influence change. Communicate that giving meat up is NOT a sacrifice, but is contributing towards a greater global good.
THE CHALLENGE
BRAND TRUTH
CULTURAL TRUTH
SECTOR TRUTH
HUMAN TRUTH
MEAT DOES NOT MAKETH A MAN
CREATIVE PLATFORM
MEAT DOES NOT MAKETH A MAN
LAUNCH PLATFORM
CALL TO ACTION
#EATVITRUVIAN
MOMENTUM
Awareness raised amongst western audience on the true impact of the meat industry. 70million kg reduction in CO2 emissions. Galvanise our audience around a two week challenge as a small step that brings them in for a long term commitment.
RESULTS