Group Campaign Project- Factory Farming
-
Upload
emily-itskovitch -
Category
Documents
-
view
10 -
download
1
Transcript of Group Campaign Project- Factory Farming
Emily, Krista, Kurumi, & Megan
“They Treat Your Crops & Cage Your Meat, Stop Ignoring What You Eat”
No Harm Farming
Factory FarmingNegatively Affects The Health Of…
● Humans
● Cows, Pigs, & Chickens
● Our Planet
Animal Cruelty ● Chickens
● Pigs
● Cows
● Greenhouse gases
● Chemicals
● Environmental damage
Environmental Impact
Negative Health Effects● Animals & Antibiotics
● Superbug
● Corn & Starch
● Diseases
Agribusiness & Labor ● No Unions
● Factory Farming Techniques
● Vicious Cycle
● Illegal Immigrants
Target Audience1. Already buying cage-free, grass-fed, and antibiotic-free.
2. Care about the issue but need more knowledge and education
3. Lower income consumers
4. Middle and Higher income consumer
QUANTITATIVE & QUALITATIVE ANALYSIS
● 30% of the participants could remain healthy without researching the source of their food
● Almost all are willing to buy healthier products
● People are very concerned with eating healthy ● Not aware of that factory farmed products can
lead to long-term health issue
● PRICE
● AVAILABILITY
● GLOBAL AND HEALTH EFFECTS
Solution?
Need to Address...
● Widespread education and awareness (environmental effect and government's involvement of agribusiness)
● Community health organizations, Public service announcements, bloggers, social media, and mainstream media
Target Audience cont.
Strategy: Slogan“They Treat Your Crops and Cage Your Meat, Stop
Ignoring What You Eat”
● Covers Target Audience Divisions
○ Environmentalists
○ Animal Rights
○ Farming Practices
Strategy: Message● Anti-Agribusiness
● Neglect
● Harmful
Strategy: Goals + Objectives● Increase untreated/cage free sales
● Increase awareness levels
● Decrease large-agribusiness sales
Strategy: Theory● Reason Action
● Health Belief
● Social Norms
Strategy: Individual Behavior● Supermarket
○ Smarter choices
● Change in values
○ Healthy/humane over cheap
Strategy: Tactics + Design● Educate● Logos, Pathos● Fear● Social Media● Apps● Events● Ads● Petitions
Phone App
Phone App
Print Ads
Print Ads
Print Ads
Event Flyer
Social Media
Social Media
Social Media
Social Media
Social Media
Social Media
Petition
Evaluation Analysis● Go to different types of supermarkets in various
neighborhoods, with varying income & education levels
● Obtain sales reports from the supermarkets regarding increases in cage-free, grass-fed, and antibiotic-free products and plot before and after graphs
● Collect data regarding differences in the % of awareness & education since our initial evaluation of the problem
* Increases in sales and availability for cage-free, grass-fed, and antibiotic-free products is a major goal that can be tracked and
evaluated*
Evaluation AnalysisPetition Efforts:● We will tally the number of signatures, and send it on to
our government representatives to request the introduction of legislation against factory farming
Beginning to see changes...● McDonald’s recently declaring in March of 2015 that
they will no longer use antibiotic treated chickens in fear of a superbug resistant to antibiotics
Social Media Analysis● Internet offers direct response tracking for
quick evaluations to see if something is working or needs revising
● Facebook/Instagram we can quickly access the number of likes on our page, pictures, & other types of engagement ○ #MeatlessMonday, #NoHarmFarming →
Track the hashtags