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