special initiatives
INDEX UNDERSTANDING AND OBJECTIVE CONCEPT AND STRATEGY ACTIVITIES OVERVIEW PR SPECIAL INITIATIVES CONSUMER JOURNEY WRAP UP
UNDERSTANDING The consumption of meat among industrialized countries is growing faster and faster in years. Greenpeace wants to create awareness on the process that this consumption activates (focus target: ‘LOHAS’ 25-40) and motivates people to not eat or eat less meat:
Meat consumption activates the need of major amount of livestock
Animals need more and more food to grow up
Wheat and other cereals are used for livestock feed and not for people
Farmers buy big amounts of drugs to let them grow up faster and be “good” for the market
Animals produces gas methane emissions due to the wrong feeding
This, along with the over fertilization of the fields, affects the environment and widespreads wrong eating habits among people
OBJECTIVES Generate awareness (consumer – media – social networks) Create engagement on the process Leverage on Greenpeace ‘brand’ heritage to gain visibility on the project Push a conscious consumption of meat/stop it (protect the environment/health and prevent climate changing)
CONCEPT and STRATEGY A simple concept that refers to a way of saying overused in everyday life, that could also be applied to a conscious life choice.
To target the objectives we have created and integrated PR strategy that aims to translate the concept ‘Less is More’ in newsworthy
activities
and
impact experiences for the target.
high
ACTIVITIES OVERVIEW
PR – DIGITAL PR during all the campaign • Media and blogger relations • Press office (press releases, interviews, campaign’s launch and tv) • Press coverage and report of the activities • Media outputs evaluation (ROI)
SPECIAL INITIATIVES one-shot • KICK OFF idea • Add on • Special digital initiative • Urban Guerrilla
KICK OFF IDEA: INTRODUCING THE “Less is More” BISTROT
1kg of beef requires 7 to 10 kg of concentrated feed from maize or soy. Those should also feed and keep you and your family healthy.
Sacrifice your meat meal doesn’t mean giving up on something, but doing good for you and the planet. #lessismore
To launch the campaign, media, bloggers and TV in each city listed as ‘top’ in meat consumption will be invited to the preview of a new temporary bistrot. The menu will be filled with juicy meat-dishes but after ordering, people will receive a cereal-based meal on behalf of their meat ones with a special label (see above). Before leaving, every guest will receive a special box of good and healthy food.
KICK OFF IDEA: ADD ON MON
TUE
WED
THU
FRI
SAT
SUN
Egg and bacon with orange juice
Coffee and 2 biscuits
Tea and a muffin
Coffee and eggs and bacon
Orange juice and a toast
Tea and biscuits
Cappuccino and pastries
Yogurt
A banana
/
An apple
Snacks
/
Sweets
Pasta and a plate of vegetables
Turkey sandwich
Pizza with sausages
Hamburger and fries
Steak with vegetables
Rise and curry chicken
Meat Barbecue
An apple
Chips
Yogurt
/
Coffee
Yogurt
/
Soup
Mac & cheese
Fish and chips
Sushi
Thai food
Pizza
BBQ Leftovers
Total meat consumption of the week: 10 meals
So, you are responsible for the 0.000002% of the damages created to the planet – Do you think it counts for little? It doesn’t! Get more info on www.greenpeace.org #lessismore
Along with the special box, guests will find a QR code to download the ‘Less is More’ app: a simple and easy way to keep in check eating habits, simply by inserting what you eat every day. At the end of every week the app will show you how much you are affecting the planet and gives you the chance to get more info on how to change this.
SPECIAL DIGITAL INITIATIVE: GOOGLE MAPS TIME LAPSE
2016 (*)
5 SEC TIME LAPSE
Here each person eats 116,60 kg of meat every year: those animals are feed with more than 812 kg of concentrated feed. This amount of cereals could have fed 10% of the people who suffer from hunger #lessismore Share what you have just discovered on:
(*)Red areas marks the level of meat consumption per countries
2075
URBAN GUERRILLA: ADV IN MOTION -THE TUBE
People are used to eat meat
“Meat makes hungry”
Need of more livestock
Increase of the request of concentrated food for animals
Fields are affected by the process
Heavy consequences on the planet
CONSUMER JOURNEY
Greenpeace campaign, along with the different initiatives, breaks the everyday-routine
Consumers eat meat pushed by mass media, opinion leaders and general Public Opinion
Online and offline media, TVs and social media generate buzz and awareness on the campaign
Campaign gets Public Opinion attention, gains credibility and maximizes awareness
Conscious consumers start change their eating habits and think twice before nurture meat’s market
WRAP UP
Create awareness on the process that the meat market generates and motivates people to not eat or eat less meat “Less is More” campaign aims to change eating habits which affect the planet The campaign involves PR activities and special initiatives to gain awareness, engagement and push the messages Media and bloggers are involved during the kick off event: it will consist in the inauguration of a temporary bistrot where people will receive good food instead of meat and the chance to download a dedicated app Special initiatives will generate spontaneous buzz and widespread the campaign Consumers are involved in a concrete process that starts from nowadays and shows how they should be lead to conscious eating habits
UNDERSTANDING The consumption of meat among industrialized countries is growing faster and faster in years. Greenpeace wants to create awareness on the process that this consumption activates (focus target: ‘LOHAS’ 25-40) and motivates people to not eat or eat less meat:
Meat consumption activates the need of major amount of livestock
Animals need more and more food to grow up
Wheat and other cereals are used for livestock feed and not for people
Farmers buy big amounts of drugs to let them grow up faster and be “good” for the market
Animals produces gas methane emissions due to the wrong feeding
This, along with the over fertilization of the fields, affects the environment and widespreads wrong eating habits among people
OBJECTIVES Generate awareness (consumer – media – social networks) Create engagement on the process Leverage on Greenpeace ‘brand’ heritage to gain visibility on the project Push a conscious consumption of meat/stop it (protect the environment/health and prevent climate changing)
CONCEPT and STRATEGY A simple concept that refers to a way of saying overused in everyday life, that could also be applied to a conscious life choice.
To target the objectives we have created and integrated PR strategy that aims to translate the concept ‘Less is More’ in newsworthy
activities
and
impact experiences for the target.
high
ACTIVITIES OVERVIEW
PR – DIGITAL PR during all the campaign • Media and blogger relations • Press office (press releases, interviews, campaign’s launch and tv) • Press coverage and report of the activities • Media outputs evaluation (ROI)
SPECIAL INITIATIVES one-shot • KICK OFF idea • Add on • Special digital initiative • Urban Guerrilla
KICK OFF IDEA: INTRODUCING THE “Less is More” BISTROT
1kg of beef requires 7 to 10 kg of concentrated feed from maize or soy. Those should also feed and keep you and your family healthy.
Sacrifice your meat meal doesn’t mean giving up on something, but doing good for you and the planet. #lessismore
To launch the campaign, media, bloggers and TV in each city listed as ‘top’ in meat consumption will be invited to the preview of a new temporary bistrot. The menu will be filled with juicy meat-dishes but after ordering, people will receive a cereal-based meal on behalf of their meat ones with a special label (see above). Before leaving, every guest will receive a special box of good and healthy food.
KICK OFF IDEA: ADD ON MON
TUE
WED
THU
FRI
SAT
SUN
Egg and bacon with orange juice
Coffee and 2 biscuits
Tea and a muffin
Coffee and eggs and bacon
Orange juice and a toast
Tea and biscuits
Cappuccino and pastries
Yogurt
A banana
/
An apple
Snacks
/
Sweets
Pasta and a plate of vegetables
Turkey sandwich
Pizza with sausages
Hamburger and fries
Steak with vegetables
Rise and curry chicken
Meat Barbecue
An apple
Chips
Yogurt
/
Coffee
Yogurt
/
Soup
Mac & cheese
Fish and chips
Sushi
Thai food
Pizza
BBQ Leftovers
Total meat consumption of the week: 10 meals
So, you are responsible for the 0.000002% of the damages created to the planet – Do you think it counts for little? It doesn’t! Get more info on www.greenpeace.org #lessismore
Along with the special box, guests will find a QR code to download the ‘Less is More’ app: a simple and easy way to keep in check eating habits, simply by inserting what you eat every day. At the end of every week the app will show you how much you are affecting the planet and gives you the chance to get more info on how to change this.
SPECIAL DIGITAL INITIATIVE: GOOGLE MAPS TIME LAPSE
2016 (*)
5 SEC TIME LAPSE
Here each person eats 116,60 kg of meat every year: those animals are feed with more than 812 kg of concentrated feed. This amount of cereals could have fed 10% of the people who suffer from hunger #lessismore Share what you have just discovered on:
(*)Red areas marks the level of meat consumption per countries
2075
URBAN GUERRILLA: ADV IN MOTION -THE TUBE
People are used to eat meat
“Meat makes hungry”
Need of more livestock
Increase of the request of concentrated food for animals
Fields are affected by the process
Heavy consequences on the planet
CONSUMER JOURNEY
Greenpeace campaign, along with the different initiatives, breaks the everyday-routine
Consumers eat meat pushed by mass media, opinion leaders and general Public Opinion
Online and offline media, TVs and social media generate buzz and awareness on the campaign
Campaign gets Public Opinion attention, gains credibility and maximizes awareness
Conscious consumers start change their eating habits and think twice before nurture meat’s market
WRAP UP
Create awareness on the process that the meat market generates and motivates people to not eat or eat less meat “Less is More” campaign aims to change eating habits which affect the planet The campaign involves PR activities and special initiatives to gain awareness, engagement and push the messages Media and bloggers are involved during the kick off event: it will consist in the inauguration of a temporary bistrot where people will receive good food instead of meat and the chance to download a dedicated app Special initiatives will generate spontaneous buzz and widespread the campaign Consumers are involved in a concrete process that starts from nowadays and shows how they should be lead to conscious eating habits
