The drama behind cheap meat

Milieudefensie retail campaign on soy

Milieudefensie - Friends of the Earth Netherlands

The drama behind cheap meat

Why this campaign?

Why Albert Heijn

What is the aim?

Milieudefensie - Friends of the Earth Netherlands

Communicating The drama behind cheap meat

Message: 'Yes you can!'

Communication goals:-Naming & shaming-Inform people-New supporters!

Milieudefensie - Friends of the Earth Netherlands

Communication materials

>Campaign logo / image

Milieudefensie - Friends of the Earth Netherlands

Communication materials

>Campaign logo / image>Posters>Action cards>Radio adds

Milieudefensie - Friends of the Earth Netherlands

Communication materials

>Campaign logo / image>Posters>Action cards>Radio adds>Campaign clip

Milieudefensie - Friends of the Earth Netherlands

Communication materials

Show the clip!!

Milieudefensie - Friends of the Earth Netherlands

Communication materials

>Campaign logo / image>Posters>Action cards>Radio adds>Campaign clip>Website / Banners / Twitter

Milieudefensie - Friends of the Earth Netherlands

Milieudefensie - Friends of the Earth Netherlands

Milieudefensie - Friends of the Earth Netherlands

Milieudefensie - Friends of the Earth Netherlands

Communication materials

>Campaign logo / image>Posters>Action cards>Radio adds>Campaign clip>Website / Banners / Twitter>Supermarket tour

Milieudefensie - Friends of the Earth Netherlands

Communication materials

Show the clip!!

Milieudefensie - Friends of the Earth Netherlands

Communication materials

>Campaign logo / image>Posters>Action cards>Radio adds>Campaign clip>Website / Banners / Twitter>Supermarket tour

>And... Action!

Milieudefensie - Friends of the Earth Netherlands