World Vegan Day Awareness Campaign
Proposed concept developed in response to a competitive brief.BRIEF
Create noise and engagement to commemorate World Vegan Day.BACKGROUND
World Vegan Day is an annual event celebrated by vegans around the world every 1 November. The claimed benefits of veganism for humans and the natural environment are celebrated through activities such as setting up stalls, hosting potlucks, and planting memorial trees. The event was established in 1994 by Louise Wallis, then Chair of The Vegan Society in the United Kingdom, to commemorate the 50th anniversary of the founding of the organisation and the coining of the terms "vegan" and "veganism".RESPONSE
BE VEGAN
ONE DAY TO CHANGE THE WORLD
Beginning with the concept of it being a single day of the year to celebrate World Vegan Day, This proposal focused on the consequences of one day of eating vegan by a single person. My research into this idea led to some positive statistics that are compelling for a single person and even more so if you look at the entire USA or world eating vegan for one day. Of course, the goal would be for the participants to be vegan every day, but to use the occasion of World Vegan Day to challenge people to try just one day of veganism would have a positive impact and increase awareness.
Proposed solution:
This basic typographic design is used alone or combined with images or colors. No pictures of animals, instead, engraved images of fruit or vegetables are used printed in vibrant colors.
A secondary aspect of the campaign would be to provide online “assistance” with the task in the form of recipes, suggestions for clothing or no animal products they can use for the day. A series of recipes to “bake a cake” for World Vegan Day could help dispel the notion that you can not eat yummy vegan baked goods. This idea of baking a cake also falls into line with the intention of celebration that is essential.
VISUAL LANGUAGE
I propose here a typographic solution which compacts the basic event info, alongside the impact of one person being vegan for one day, into a single graphic. This graphic could be pulled apart or expanded using motion graphics or other methods.This basic typographic design is used alone or combined with images or colors. No pictures of animals, instead, engraved images of fruit or vegetables are used printed in vibrant colors.
SOCIAL
The emphasis of the campaign would be on having people sign up or pledge online across multiple platforms to participate in celebrating World Vegan Day on November 9. Once they begin joining, their efforts will be added to the entire group’s, and the running total of all participants will continue building in the ongoing ads and call to actions. Participants will be encouraged to sign up friends or even form groups to participate together. They will be reminded of their pledge on the date and thanked for their participation. They would further be given the tools and encouragement to keep moving forward. The Instagram and Facebook pages would carry running totals and easy access to signups and sharing possibilities. Hashtags would be created to allow participation by the general public.A secondary aspect of the campaign would be to provide online “assistance” with the task in the form of recipes, suggestions for clothing or no animal products they can use for the day. A series of recipes to “bake a cake” for World Vegan Day could help dispel the notion that you can not eat yummy vegan baked goods. This idea of baking a cake also falls into line with the intention of celebration that is essential.
NOVEMBER 1 and BEYOND
Participants would be given reminders and positive reinforcement on World Vegan Day. They would be encouraged to share photos of their efforts, cakes, unique recipes or other efforts throughout the day. The number of animals, CO2, forest, healthcare costs and anything else that can be calculated by the number of signups would be calculated and promoted to all the participants with a large thank you and encouragement to continue forward as much as possible.Key words and Research related to the Proposal:
Typeface
Automate OT