How the Eating Better Alliance will encourage men to eat less meat on The Drum’s Do It Day 2016
The Eating Better Alliance will oversee the launch of a new campaign at this year’s Do It Day, encouraging men to cut down on their meat consumption by coining the phrase ‘VegCurious’.
The group want men to eat less meat to better their health and the health of the planet. Eating meat has been perceived as being masculine for years, with advertising and marketing campaigns contributing to six out of 10 men exceeding the government intake of red and processed meat per week, as opposed to only one in four women. In 2015, Pepperami released research that claimed that men would rather give up sex, Sky Sports and their jobs, than give up meat.
Eating Better posed a meaty challenge; how can we encourage men to eat less meat? The winning idea turned what could be a nagging campaign about eating less meat into a fun message to chow down more vegetables, under the banner: “Are you VegCurious?”
It will be brought to life through social activation campaigns encouraging men to share their #VegCurious meals on social platforms, with the potential for celebrity chef endorsements, restaurant and brand interaction via the #VegCurious hashtag, with the potential for physical popups in stations, public places and supermarkets. The campaign will culminate in the VegCurious Awards intended to appeal to many brands men are loyal to.
Daniel Vennard, from the World Resources Institute which is working alongside Eating Better, said: “The idea disrupted the usual narrative, turning the serious to humour, from guilt to enablement, providing a very engaging and motivating campaign that will have an excellent legacy factor.”
Winning team: Marc Young, Dennis Publishing; Chris Aming, founder, Creative Semiotics; Ben Hawley, director, Theobald Fox; Christopher Onderstall, Fleishman; Inga Driksne, head of client relations, Duel
Other episodes in the series
Episode 1
How IBM will help police forces to find missing people faster at The Drum’s Do It Day
We caught up with IBM’s Julia Glencross to find out how the brand will be changing the world on Do It Day.
Episode 2
How Dennis Publishing plans to generate awareness for the Heart of England Forest on The Drum’s Do It Day
Dennis Publishing is back for a second year of Do It Day, hoping to build on the forestry success of 2015 with its ‘Hug a tree: Name our forest’ campaign.
Episode 3
How ClientEarth will help combat London deaths from air pollution at The Drum’s Do It Day 2016
ClientEarth will help Londoners avoid life threatening air pollution levels with a new awareness campaign, which will be put into action at The Drum’s Do It Day on 10 November.
Episode 5
How Digital Futures will find 100 young people work placements at The Drum’s Do It Day 2016
Educational movement Digital Futures will use the idea of ‘blind CVs’ and a double decker branded bus to get young people into digital work placements on Do It Day.
Episode 6
Challenges, brainstorms, pitches: What happened at Plan It Day UK 2016
With just one week to go until Do It Day 2016, take a look back on last month’s Plan It Day to find out how hundreds of marketers came together to devise creative solutions to the real-world challenges set by our sponsors.
Episode 7
How Business In The Community will begin reviving local high streets on The Drum’s Do It Day 2016
Plan It Day challenger Business In The Community selected two campaign ideas as solutions to its set problem: how do we rally companies together to revive the British high street, increase local retail footfall, turn around empty premises and create jobs.
Episode 8
How O2, Greengrass and Bing Ads will get men to tackle gender inequality on The Drum’s Do It Day
O2, Greengrass and Bing Ads asked creatives at Plan It Day to come up with a way to tackle gender inequality in the work place, focusing directly on men.
Episode 9
How Airbnb will empower communities to turn their neighbourhoods into tourist hotspots at The Drum’s Do It Day 2016
Sharing accommodation brand Airbnb will look to implement a new app on Do It Day (10 November) in order to shine a light on off-the-beaten-track locations that could benefit from a tourism boost.
Episode 10
Ads from Amnesty International, ClientEarth and more run in Piccadilly Circus and Times Square for Do It Day
The Drum's Do It Day challenges were presented at Piccadilly Circus this morning (10 November) in order to engage with the London commuters on their way to work.