We as a planet are not living sustainably, using 50% more resources than we can support yearly. The population is rising, and with this comes an increase demand for meat production, leading to the use of more resources we do not have. No one is looking to change or solve this problem.
What is the brief asking you to do about it/them?
As a solution to this problem, create a campaign encouraging people to participate in 'World Meat Free day'.
What is the brief trying to achieve?
By making people make this small change to their diet for a day, they hope to spark a long-term behavioural change in people's consumer habits. Quorn, through this, would also like to promote their brand by showing people how easy and delicious their products are as a meat alternative. They'd also like people to be encouraged to visit their website and become engaged with the brand.
Who will benefit?
- Quorn
- Environment/Planet
- Future generations
- Animals
- You - health benefits.
What is the message?
They would like the message to be emotive, easy to understand and provide a positive solution. The key message is that making this small change to your behaviour for just one day is healthy for the planet and for your body. Quorn would also like to be offered as a positive solution to this problem of sustainability, being an easy and delicious meat alternative.
What is the audience?
The audience is international, as well as people of all genders and ages. It is therefore worth considering how you can you make your communication cross-linguistic.
How will the message be delivered?
The brief offered the two ideas of using an animation on social media or posters in supermarkets. It is worth remembering that living in a digital age, there is often only a 3 second window in which you can capture someone's attention. Personally if I was to progress with this brief, I had the idea of using snapchat as a way to promote the event of 'world meat free day' - creating snapchat filters, and having a 'story' on the day which people can film their own stories and post on, as well as potentially gifs and posters in the lead up. Also it is worth considering celebrity endorsement - as they have had Mo farrah beforehand.
Can you foresee any problems in responding to the brief?
In this brief it seems so open to interpretation in terms of what you can deliver - I am unsure as to what is possible? What is the budget?
As always there seems the possibility/need for collaboration as I do not possess sufficient skills in either animation or typography.
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