Future Focused
The concept explores the benefits of consuming more plant based products to reduce the target audiences meat intake.
This ultimately benefits ourselves, the environment and the animals in the process. This in turn allows individuals to become more aware of the consequences that the meat industry has on the future and the environment.
This will be demonstrated through an interactive app that focuses on a plant based diet through a variety of recipes, a social network layout allowing users to share images and recipes and a carbon calculator.
Ethics & Environment
The meat industry has a detrimental effect on animal ethics and the environment.
The campaign allows the target audience to indirectly engage with this concern, without overtly forcing the change or confronting them with the issue, rather it encourages to change their behaviour and provides a choice to do so. By changing eating habits to reduce meat, it ultimately affects everyone in a positive way. One of which, if we do not change, will impact future generations with irreversible consequences. It also reduces the amount of animals that are slaughtered for our own selfish benefit.
