Reducing Meat


Prominent climate advocacy organization


Test a behavior change campaign to reduce meat consumption in five countries.

Insight and Impact

We studied the online discourse and perceptions on meat consumption across five countries: Argentina, Brazil, South Korea, France, and Spain. This analysis was used to design and launch an online behavior change campaign using 1,296 contextualized messages that target various audiences and their attitudes towards meat consumption. 

We found that images depicting animals in pain received the highest engagement and reach.
Ads containing content about alternatives to protein were well-received.
For Brazil, content that linked climate action to preserving the Amazon performed well.
After exposure to the contextualized messages, there was a 25% increase in respondents who reduced their meat consumption.