advertisement

Running a vegetarian campaign

50 %
50 %
advertisement
Information about Running a vegetarian campaign
Education

Published on March 4, 2008

Author: Lassie

Source: authorstream.com

advertisement

Running a vegetarian campaign a case study: V-day in Belgium:  Running a vegetarian campaign a case study: V-day in Belgium EVA vzw Slide2:  What is V-Day? Aims and keywords Campaigning to V-day V-day itself Communication What do you need? Slide3:  What is V-Day? Slide4:  Vegetarian event in Belgium (Antwerp) – one of the largest in Europe Belgian vegetarian society EVA Third edition in 2003 Elements: Vegetarian fair Cooking workshops Broad communication campaign with celebrities Golden Carrot award Vegan cafetaria Lectures 6 course vegan dinner for 300 people What is V-Day? Aims:  Aims To create broad visibility for vegetarianism To contribute to a suitabe image for vegetarianism (young, trendy, mainstream, "something for me"…) To let visitors experience vegetarianism To network with stakeholders To put the organizer on the map Bonus: small financial return Slide7:   Mainstream EVA aims at reaching as many people as possible, and not any specific target group: campaign has a young, trendy, professional look no alternative image Professional location, booths, layout, design, overall image  Positivism & humor No preaching, nothing too serious, but light and funny Theme with rabbit teeth Campaign tagline Emphasis on food Keywords Campaigning:  Campaigning Main purpose: be seen Importance of communication  events leading towards V-day: Celebrities go veg Recipe Contest Golden Carrot Celebrities go veg:  Celebrities go veg Celebrities go veg:  Celebrities go veg Ten celebrities were asked to go vegetarian for two weeks near V-day Aim: media coverage! Press lunch with celebs present 3 figured on posters Minister of health, TV-presenters, singer, famous tennis player, actor Helps vegetarianism achieve mainstream status How to do it? Just ask! Support your celebs (Veg survival kit) Celebs do cooking demonstrations on V-day Golden Carrot Award:  Golden Carrot Award Golden Carrot Award:  Golden Carrot Award Yearly award for a person who contributed to vegetarianism in Belgium Aims: generate media attention; networking List of nominees; voting possible through website Award ceremony on V-Day National recipe contest:  National recipe contest National recipe contest:  National recipe contest Aim: stimulate creativity in & attention for vegetarian cuisine, mainly in restaurants Invitation by a mailing to 1500 restaurants. Follow-up by phone Every restaurant is invited to submit a vegan recipe Professional jury with famous Chef Month before V-day; Award-ceremony on V-day Close cooperation with media V-day itself:  V-day itself 35 booths of producers and organisations Slide16:  Mainly tasting booths, emphasis on food visitors pay entry; tasting is free very down to earth confrontation with vegetarian products Slide17:  Ten cooking demonstrations Celebrities make their favorite recipe - professional outlook: kitchen and six plasma screens - presentation by other celebrities :  Celebrities make their favorite recipe - professional outlook: kitchen and six plasma screens - presentation by other celebrities Communication:  Communication 4000 Posters 125.000 flyers with detachable teeth 70 x media coverage Press lunch Product stickers Our own channels 4000 posters, 3 versions:  4000 posters, 3 versions Spread by volunteers - Spread by distribution agency in cafés 110.000 Flyers:  110.000 Flyers detachable teeth - spread by volunteers - spread by distribution agency in all kinds of public places Media-coverage:  Media-coverage More than 70 instances of media coverage (national and regional, TV, radio, written, websites) Press conference with gourmet lunch Importance of personal network Use of discount vouchers Press lunch:  Press lunch Information about the V-day campaign Gourmet lunch by professional chef 10 journalists Product stickers:  Product stickers Stickers for vegetarian products in stores Ask health food stores and producers Great very direct marketing Our own channels:  Our own channels Monthly newsletter to 5000 subscribers Membership magazine to 5000 people Website, viewed by 1000 visitors each day. Interactivity. What do you need?:  What do you need? Job list Financial resources Planning Job list:  Job list General coordination Coordination of cooking workshops Recruiting of producers & orgs for booths Design & layout of all materials Communication and media Volunteer coordination Schmoozing of celebrities Coordination of recipe contest Finances, budget, administration Sponsorship coordination Finances (US$) :  Finances (US$) Entrance: $ 5 or 7; Booth for organisations/producers: $300/600 Planning:  Planning V-Day, April 3-4 Start posters, Feb 15 Press conference, March 20 Send file to firms, Dec. Contact sponsors, Jan. Announce date & location, November Press Set up task force, Nov In your country?:  In your country? September 2004: V-Day in the Netherlands More information: info@vegetarian.be

Add a comment

Related presentations

Related pages

About the Campaign > BeVeg.ca - Be Compassionate, be ...

Be Veg Campaign at the Vegetarian Food ... There were one thousand of these ads running in the Toronto subway system in October and November of 2011 and a ...
Read more

Vegan Campaigns | Veggies

Vegan Nottingham. A Vegan (and Vegetarian) Guide to Nottingham is an invaluable guide for both residents of, and visitors to, Vegan Nottingham. Click here ...
Read more

How to Go Vegan & Why in 3 Simple Steps | PETA.org

At a restaurant: There are vegan and vegetarian restaurants around the country, but you can also find plenty of vegan options at ...
Read more

Fauja Singh - Wikipedia, the free encyclopedia

Running Baba Sikh Superman [1] ... a vegetarian, became the oldest man to be featured in a PETA campaign. [19] In July 2012, Fauja Singh carried the ...
Read more

Vegetarian Society of Ireland – Hard Cheese

Hard Cheese. Previous Next. ... Traditional Parmesan cheese is not vegetarian as it is made ... They have been running a campaign for some time to raise ...
Read more

Vegetarian Society - History - The Vegetarian Society

History of the Vegetarian Society. The Vegetarian Society is a dynamic and well known organisation, respected around the globe. But what were its origins?
Read more

Vegetarian Society - Local network

Introduction to the Vegetarian Society's local network and local groups, as well as information on how to get involved.
Read more

Ambassadors | The Vegan Society

We need to campaign about how vegan food is ... Freya grew up in an ovo-lacto-vegetarian family ... including running a marathon on each of the 7 ...
Read more

Campaign Against Cruelty, initiating and running a local ...

An animal activists' handbook . 3. initiating and running a LOCAL CAMPAIGN. The most important role of local animal rights groups and contacts over the ...
Read more

Guide to Promoting Veg Eating with Restaurant Outreach

COK’s restaurant outreach campaign focuses on a single ... As running a restaurant typically involves very ... not to explain your philosophical beliefs.
Read more