(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

1. Using the ‘good cop’ approach
to win hearts and minds
by Sean Mackenney & Patricia Witkowski

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. 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. Leader
Target
group
Influencing the influencers

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
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
Two-pronged approach: individual motivation & institutional change
veganomnivorous
...to facilitate and
accelerate individual
change...

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. 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. 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. 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. 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. To the future...

14. THANK YOU