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Using the ‘good cop’ campaigning approach to win hearts and minds - ProVeg at ECF Europe 2018

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(c) Sean Mackenney & Patricia Witkowski, ProVeg, https://proveg.com/

How ProVeg developed a collaborative campaign strategy that focuses on influencers and alliances and a positive communications strategy the focuses on veganism as the goal rather than dogma to create the biggest impact.

Presented at ECF Europe 2018. Join the Campaigning Forum and find out more about its upcoming events here: http://fairsay.com/events

Published in: Government & Nonprofit
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Using the ‘good cop’ campaigning approach to win hearts and minds - ProVeg at ECF Europe 2018

  1. 1. Using the ‘good cop’ approach to win hearts and minds by Sean Mackenney & Patricia Witkowski
  2. 2. 50by40 Our mission Reducing global animal consumption by 50% by the year 2040 Our vision A world where everyone chooses delicious and healthy food that is good for all humans, animals, and our planet Our mission 50by40 supports our vision in the same way the first stage of a rocket takes it out of orbit, enabling it to travel to its long-distance destination. 2 The 5 propulsion engines symbolize our 5 PROs, illustrating how a broad target group of people with different motivations can help further a more specific endeavour like creating a vegan world.
  3. 3. Overall (communication) strategy 3 create the biggest impact use collaborative approach partner with high-level influencers communicate in positive and constructive way veganism as the goal rather than dogma encourage movement focus on positive incentives and support only poke when absolutely necessary form alliances
  4. 4. Leader Target group Influencing the influencers
  5. 5. 5 Two-pronged approach: individual motivation & institutional change veganomnivorous individual motivation A two-pronged approach is required: motivating individuals using various arguments (environment, health, food justice, animals) and providing tools
  6. 6. 6 Two-pronged approach: individual motivation & institutional change institutional change vegan individual motivation omnivorous ...and crucially: working to create institutional change in all sectors of society (availability and appeal of vegan foods, increase of social acceptance, incentives, etc.)
  7. 7. 7 Two-pronged approach: individual motivation & institutional change veganomnivorous ...to facilitate and accelerate individual change...
  8. 8. 8 Two-pronged approach: individual motivation & institutional change veganomnivorous ...and finally bring about the decisive tipping point towards large-scale and sustainable change of the entire food system.
  9. 9. 50by40 - Corporate Outreach Alliance ● Promotes a rational and attainable SMART goal. ● Strategically taps into the motivations of diverse, impactful stakeholders. ● Facilitates a shift from isolated impact to collective impact. ● Emphasises an inclusive and pragmatic call to action.
  10. 10. Diet Change - Not Climate Change ● Uses a simple, hassle-free call to action. ● Highlights the issue in a way that doesn't put blame, rather focuses on providing solutions to the problem. ● Collaborates with diverse, high-impact influencers including LUSH cosmetics, the International Climate Network and politicians around the world.
  11. 11. World Plant Milk Day (WPMD) ● Offers an attainable, low commitment challenge. ● Not focused on typically negative messages. Instead advocates for the health benefits of plant-based milk. ● Collaborations with Plant Based News, Ben & Jerry’s and Almond Breeze.
  12. 12. School Plates ● Puts importance on choice, ensuring schools offer meat-free meals daily. ● Multi-purpose approach to different stakeholders. ● Provides the tools to make the shift.
  13. 13. To the future...
  14. 14. THANK YOU

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