Marketing Project - ANIMAL CRUELTY CAMPAIGN

Marketing Project

ANIMAL CRUELTY CAMPAIGN

Define your problem

Inhumane treatment of livestock in slaughterhouses

https://www.cnn.com/2012/08/27/business/california-slaughterhouse-video/index.html

https://www.youtube.com/watch?v=kjmIJHZRWXw (This is the real deal. Watch when you have time)

Define your audience

All Meat Eaters

· Understand your audience:

· Percentage of meat eaters in United states

· Percentage of meat from slaughterhouses vs. free range

· Why are slaughterhouses doing this – more profits/business

Define your goals

Improve slaughterhouse conditions and have people buy more free range/grass fed animals/ stop the torturing of animals

Intro

· Video

· Data findings – background information

· Who we are targeting and why

Campaign

· Social Media

· Television

· Guerilla Marketing

· Food samples

· Fashion

· Celebrity endorsements

· Campaign name + slogan =

Implementation:

· Celebrity endorsed talks: Educate public on where their meat comes from and push for

· Guerilla Marketing - Pop up simulation – people packed in a room for 15 minutes

· Social Media - Thought-provoking posts with a catchy hashtag that makes people think and drive them back to the website.

· Television - Attention grabbing commercials

· Food Samples : Meat Origins - taste the difference

· Fashion - ?? Anyone have any ideas here? Keychains? Hoodies? Rings?

· Celebrity Endorsements - We need to find a celeb crazy about this cause

· Campaign name and slogan options

Information and statistics below that can be used in the project.

Factory farms dominate U.S. food production, employing abusive practices that maximize agribusiness profits at the expense of the environment, our communities, animal welfare, and even our health.

Far from the idyllic, spacious pastures that are shown in advertisements for meat, milk, and eggs, factory farms typically consist of large numbers of animals being raised in extreme confinement. Animals on factory farms are regarded as commodities to be exploited for profit. They undergo painful mutilations and are bred to grow unnaturally fast and large for the purpose of maximizing meat, egg, and milk production for the food industry. Their bodies cannot support this growth, which results in debilitating and painful conditions and deformities.

The factory farming industry puts incredible strain on our natural resources. The extreme amount of waste created by raising so many animals in one place pollutes our land, air, and water. Residents of rural communities surrounding factory farms report high incidents of illness, and their property values are often lowered by their proximity to industrial farms. To counteract the health challenges presented by overcrowded, stressful, unsanitary living conditions, antibiotics are used extensively on factory farms, which can create drug-resistant bacteria and put human health at risk.

https://www.farmsanctuary.org/

Statistics

This statistic shows the average per capita meat consumption in the U.S. between 2014 and 2016 and provides the forecast from 2017 to 2026. In 2017, the projected consumption of beef in the U.S. amounted to 55.4 pounds per capita.

Source

US Department of Agriculture; Economic Research Service

Survey by

US Department of Agriculture; Economic Research Service

U.S. population: Most used types of organic foods from 2011 to 2017

This statistic shows the types of organic food used most often in the United States from 2011 to 2017. The data has been calculated by Statista based on the U.S. Census data and Simmons National Consumer Survey (NHCS). According to this statistic, 36.26 million Americans used meat/poultry organic food in 2017.

Source

Experian (2017 Simmons Profile Report. Copyright 2017 Simmons Research LLC. All rights reserved.); Statista; US Census Bureau

Survey by

Experian

This statistic depicts the results of a survey conducted in November 2013. U.S. consumers were asked about their reasons for buying natural or organic meat. Some 42% percent of respondents indicated that they purchase natural or organic meat due to a better health and treatment of the animal.

Source

FMI; American Meat Institute; Sealed Air

Survey by

American Meat Institute; Sealed Air

Presentation Layout

Background

What is your campaign focused on? (we can bullet point this on the presentation)

Effects of XX - What are the effects of this behaviour

What does this social issue cause (we can bullet point this on the presentation)

Case – real life issue

We can use a specific slaughterhouse that has been called out in the media as abusive

Survey - Optional Add-in for more background

Purpose and impact

What do you want to do, what are you trying to achieve? (we can bullet point this on the presentation)

Identify Target Market – Age, Geo, Gender, etc

Persona of target audience -

Belief Objective

What does it cause?

Positioning

we want these people (TARGET AUDIENCE) to do this behavior (OUTCOME WE ARE TRYING TO ACHIEVE) about this issue (SOCIAL CAMPAIGN TOPIC)

Creative strategy – Show examples of:

· OOH - Billboards, posters, street pop-up hub - simulation rooms

· Website – What kinds of pages would we have here? (kosher ways to lay animals to - rest, cases of how animals are treated, benefits of free-range farming)

· Mobile version of website

· App?

· Email marketing?

· Celebrity endorsements if any

· Communication channels:

Facebook

Tumblr

Twitter

Snap - Filters, etc.

Facebook

snap, face, ig, twit, Netflix, youtube, hulu

· Communications – offline – ted talks, concert, festivals, street pop ups -

References

Websites

Crello.com

Befunky.com

iStockphoto.com

Pexels.com Monkey.com

Creative Concepts

Maybe you can’t relate to being a cow, a pig or a chicken...but you can relate to these:

· Mastitis - Mothers out there who breastfeed...you know this (this is the most common disease in dairy cattle in the United States..causes pussing that sometimes mixes with milk...yea nasty)

· Standing for hours Vs Standing for you entire life.

· When the shower is too hot vs when the shower is dead hot.

· Stuck in a train car for hours vs in a box for your whole life

· Being oblivious on the day you die vs watching death approach on a conveyor belt