1 Young Lions 2015 PR Competition: The Brief Christoph Piecha/Greenpeace
o Who are we? o How do we work? o The impacts of meat o Your challenge and ours 2
3 Greenpeace how we work and what we are currently working on Tom Jefferson/Greenpeace
4 Greenpeace is an international environmental organisation that fights with nonviolent actions for the protection of our sources of life. Our goal is to prevent environmental degradation, change behaviours and enforce solutions. Greenpeace is non-partisan and completely independent of politics, parties and industry. More than half a million people in Germany donate to Greenpeace and thus ensure our daily work to protect the environment.
5 Bearing witness Kate Davison/Greenpeace
6 Document Recherchieren Research Laboratory tests Untersuchen Fred Dott/Kasja Sjölander/Ulet Ifansati/Greenpeace
7 Topics Tim Aubry/Daniel Beltrá (2)/Paul Hilton/ Greenpeace
8 Robert Meyers/Greenpeace
9 Forests Daniel Beltrá/Greenpeace
10 Oceans Paul Hilton/Greenpeace
11 Energy Laurenzo Moscia/Greenpeace
12 Toxics Gigie Cruz-Sy/Greenpeace
13 Agriculture Good and healthy food for everybody. One billion people go hungry to bed, one billion people are overweight. 30% of our food is wasted. Athit Perawongmetha/Greenpeace
14 Let s talk about meat! Meat consumption as a symbol for masculinity, high socioeconomic status, strength and human dominion over nature. On the other side, meat is getting cheaper and cheaper. In the western world, often 1 kg of chicken costs less than 3 Euros.
The price for meat is high higher than you might think The external costs are not labeled on the burger, the steak and the nugget. 15 As a consumer, you only pay the price that is labeled on your meat in the supermarket. As a tax payer, you pay the subsidies the livestock industry gets, and you bear the environmental impacts and impacts on people s health, too. Cheap meat is produced on the expense of the suffering animals in the factory farms, on the back of future generations, on the cost of our health and our environment.
16 Unhealthy, Unethical, Unecological Greenpeace
The unecological appetite climate change Livestock farming is responsible for 18% of all greenhouse gas emissions (some studies even go up to 51%). Next to energy and transportation, it is one of the main sources for global warming. 17 1,5 billion cattle worldwide are responsible for 110 million tons of methane per annum. 1kg beef produces the same amount of CO² as 250km driven by a car. Carbon dioxide is emitted when forests are cleared and land areas are converted for the purpose of livestock farming. Fertilizers are used to cultivate feed. Result: release of the climate-changing gas nitrous oxide.
Unecological appetite for cheap meat Deforestation/Loss of Biodiversity 18 1,5 billion cattle, 19 billion chickens, 1 billion pigs are kept worldwide. Livestock needs land: 80% of all arable land is used by the livestock industry. 50% of our rainforests are already lost. A significant part of this area is used for cultivating feed crops. 80% of the worldwide soybean harvest ends up in fodder. Jan-Joseph Stok/Greenpeace
19 Unecological and unethical appetite for cheap meat Land use (feed instead of food, high input of pesticides, GMO etc.) For 1kg meat we need 7 to 16kg grain. Meat makes hungry. Emile Loreaux/Greenpeace
20 85% of maize and soya is genetically manipulated. The use of pesticides on GMO fields is up to 16 times higher than on conventional fields. Barbara Tschann/Greenpeace
21 Pesticides can have various health effects: they are linked to cancer, Alzheimer, Parkinson etc. + Massive impact on biodiversity.
22 Unecological appetite for cheap meat Overfertilization Yunsheng Geng/Greenpeace
Unhealthy appetite for cheap meat 23 Obesity, heart diseases, cancer, antibiotic resistance Use of antibiotics in the livestock farming is twice as high than in medical use. The appetite for meat is still growing. From 1980 to 2012 meat consumption per capita increased by 40 per cent worldwide. Falk Heller/Greenpeace
24 The PR campaign aims to make the system more sustainable, and achieve a real change in meat consumption in Europe. EAT LESS MEAT OR EAT NO MEAT
25 The Challenge A PR campaign that raises awareness of the environmental impacts of meat and motivates consumers to take the challenge and change their consumption habits. The real challenge for the campaign is: communicate that giving something up or consuming less is NOT a sacrifice but a decision that can help change this global issue and bring sustainable living one step closer to realisation.
26 Objectives Create awareness-raising tools. The activities should influence and push the public debate about agriculture and the problems of meat production for the environment, climate and health, and by this: promote less meat consumption. Mobilisation: following this change in attitudes, people should be mobilised to take a decision and buy less/no meat.
LOHAS located in Sinus Milieus 27
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Meta Milieus: short description established markets 29
30 Focus: Target audiences Age: 25-40+ yrs Seeking information/entertainment, shopping etc. online is a basic part of their lives Mentally and geographically mobile, looking for new borders and new solutions No constraints by income less meat works for everyone We can only make a difference by real political acts or conscious consumption; must be reliable. Within the milieus, parents care about health, food and the environment still (unfortunately), mainly women (mothers).
31 Key messages Bence Jardany/Greenpeace Meat is much more than a cutlet, a burger, a fried sausage or a Schnitzel. You are not missing out by not eating meat you are a part of a global change. It is an act of caring for the environment, health and animals to eat no/less meat.
32 Tone The campaign should convince people, but not moralise. It is too easy to stay in ones comfort zone be offbeat, plausible, strong.
33 Notes No co-operation with companies Greenpeace is independent Rather no co-operation with celebrities (as it is really difficult to find celebs who do not work with any critical companies) Timing: planning in 2016, no fixed date Budget: no fixed budget, but: exclude expensive media budgets (most likely no TV ads) better: great idea that interests TV on an editorial level (if you think into that direction) pixabay.com