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World Meat Free Day

Better for people and planet

In 2015 we ran a successful campaign for the first World Meat Free Day. For 2016 they wanted to build on this success and increase reach. So how could we take WMFD around the world?

We'd garnered a Twitter following of over 1,500 ‘pledges’ in 2015 that we knew we could re-engage. The big change for 2016 was to create an on-site ‘sustainability calculator’, which lets users see the healthy effect of adding more days to their pledge.

World meat free day sheep

We also outreached to international social influencers like Greenpeace and set up a dedicated Thunderclap to harness supporters’ social reach in unison to broadcast proxy tweets and posts via their own social profiles.

World meat free day website
World meat free day sheep Cow

Healthy results

Campaign distribution was much more internationally inclusive, reaching as far as the United States, France, Canada, Philippines and South Africa.

Social influencers who engaged included Jamie Oliver, Gemma Styles and Stella McCartney. The successful pre-event outreach led to reach from the Thunderclap of over two million social users.

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