STRATEGY_CREATIVE LEAD
WORLD
_VEGAN DAY
Copy Strategist | Conceptual copywriter
YOU'RE MORE VEGAN THAN YOU KNOW
CONTEXT
The Vegan movement is often perceived as militant and confrontational, and the lifestyle is mainly seen as difficult, unreasonable or unattainable.
CHALLENGE
Vegan activism and its sense of righteousness have set the tone for the entire movement, which often alienates those who hold opposite views, creating more resistance than support.
APPROACH
Break the ice by being slightly provocative but relatable. Create a common ground, going beyond cruelty and encouraging people to think about relevant themes in a way they can naturally relate to.
BETWEEN ‘VEGGIES’ AND ‘CRUELTY’ THERE IS A WHOLE UNEXPLORED AREA: THE COMMON GROUND.
GET:
WHO:
TO:
BY:
Non-vegans
Generally dislike the Vegan movement
Develop affinity with vegans and veganism
Showing all the things they love in common
This concept was first shaped by copy strategy and originated the manifesto. A conceptual brand piece that guides all communication. This concept is about the notion of what 'vegan benefits' we find natural and preferable as human beings – not about cause, consumption, or lifestyle.
CLICK TO VIEW COPY STRATEGY AND BRAND MANIFESTO
IT'S NOT ABOUT BEING VEGAN, IT'S ABOUT BEING HUMAN.
You would never pay to inflict pain on a living, sentient being. In fact, torture and mass killing don’t sit well with you. You like to breathe fresh air – methane or full-on CO2, not so much. If you could, you would avoid world hunger in 30 years’ time, and you would make sure that there would be plenty of water to drink. And you also love to feel healthy, fit, and in a better mood overall. Things like stroke, cancer, heart disease or diabetes are not quite your cup of tea. You know that little choices impact big industries, that there is no such thing as a small action. You are smart and reasonable, and you care. So, you see. It’s not about ‘being vegan’; it’s about being human.
Give it a try.
