Young PR Lions - Cannes Lions
Young PR Lions
Rachel Matovu and Helen Wood UK
THE CHALLENGE 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.
BRAND TRUTH
SECTOR TRUTH
CULTURAL TRUTH
HUMAN TRUTH
CREATIVE PLATFORM MEAT DOES NOT MAKETH A MAN
MEAT DOES NOT MAKETH A MAN
LAUNCH PLATFORM
CALL TO ACTION
#EATVITRUVIAN
MOMENTUM
RESULTS 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.
Rachel Matovu and Helen Wood UK
THE CHALLENGE 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.
BRAND TRUTH
SECTOR TRUTH
CULTURAL TRUTH
HUMAN TRUTH
CREATIVE PLATFORM MEAT DOES NOT MAKETH A MAN
MEAT DOES NOT MAKETH A MAN
LAUNCH PLATFORM
CALL TO ACTION
#EATVITRUVIAN
MOMENTUM
RESULTS 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.
