Problem: Where is the need for a design solution?
People are looking for a way to reduce their meat
intake for environmental and health reasons.
A brand identified flexitarian movement is needed
to bring this diet into the mainstream.
Competition: Why will people choose this over other options?
People are not prepared to commit to a
vegetarian or vegan diet of no meat at all.
Previous and current campaigns pushing
for a diet consisting of less meat consump-
tion are not widespread enough or are too
restrictive for mainstream adoption.
Target Market: What audience will respond most to this campaign?
By aiming this campaign at an audience that
responds to trends, it will catch on and spread
faster to an even larger group.
This audience will initially consist of teenaged
females, and then be expanded to the larger
university and family markets.
Method: How can this campaign bring about a widespread lifestlye change?
The brand identity of the campaign will be
crucial to its success. It must be distinctive and
By concentrating on building a strong presence
online, the campaign will reach the maximum
amount of people.
Merchandise may also be used later in the cam-
paign to encourage and strengthen brand pride.