WHY:
There is a lot of reasons why humans should stop eating meat. Animal welfare and environmental reasons are probably the most prominent or well-known. It is an important issue concerning everybody, which should be addressed and worked with together as a society. Yet, the acknowledgement does not seem to be the main problem. People are usually aware of why, but it is hard to change habits. This seems to be the simple reason for why change never happens, for most people.
WHAT:
Less Flesh is a campaign created towards forming a movement for people to stop eating meat. I took a part of a competition for a PR company, where their customer was EAT (a platform for food system transformation). We were given the task; “How to make people stop eating meat?”. Then we had three hours to create a solution, which in fact could be anything. I choose to make a campaign with the potential to form a movement when used the right way. It is a graphic identity for one day in a week where you take a stand and choose to eat meat free. The logo or mark is thought out to be used in different formats and is fit for social media use. Underneath are some examples of what it could be used for, such as a mark on vegetarian recipes. It could be physical products in the form of stickers. That way you can mark on the products you want to use for your meat free day. If I had more time on this assignment there would be more ideas for how to expand the campaign towards a bursting movement. Snapchat filters or a Less Flesh hashtag are some examples.
HOW:
Less Flesh will act as a starting point for people to change their eating habits. It is hard to quit something you enjoy and are already used to. Less Flesh believes that everyone can change, but it is all about the way you go about it. By starting small, with one day a week which you devote to not eating meat, it will be more manageable to continue on the right path. This is a campaign made for EAT, so to connect the campaign to their identity the colors are the same. The wordplay with the use of the word; “flesh” instead of “meat” is intentionally done to trigger uncomfortable associations. It is meant to provoke thoughts concerning the goal of the movement and put things in a different perspective.
