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Convincing Aussies to meet their protein quota without meat
The Challenge
World Animal Protection set a goal to convince 50,000 Australians to reduce their meat intake by 10% over a period of 3x years,.
The Insight
Billions of Animals experience cruelty and unbearable suffering. World Animal Protection move the world to protect animals as the life of every anima. counts. We need to address the cultural attitudes towards eating meat, and then highlight the health, environmental and animal welfare benefits of reducing your meat intake.
The Approach
We produced 3x recipes and an accompanying video series that featured an influencer preparing plant-based protein recipes.
Recipes were structured around meal prep and entertaining, showing that integrating a plant-based menu is easy and simple and accessible, no matter the situation.
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