Your Action Starts The Movement

Model and Strategy

This project will help combat climate change through innovative and aspirational campaigns that will reach 300 million Chinese consumers and help persuade them to reduce their meat consumption. WildAid will build on previous successful campaigns and continue to target middle-class consumers across China's biggest cities, and use a market-tested brand strategy and celebrity support to make sustainable diets a desirable lifestyle trend. The campaign will include a video Public Service Announcement (PSA), print advertisements and an interactive mobile webpage. Our main government and institutional partners will be the China Association of NGOs, China Green Carbon Foundation, and UN FAO. The celebrity ambassador for the campaign is Wang Yibo, one of the most sought after celebrities at the moment, and he will help promote all of the assets. While continuing to work with our media partners to expand our public reach, we will also leverage new relationships with government partners (eg Ministry of Ecology and Environment) to expand our sphere of influence to include youth leaders and local governments thereby building a larger base of local support for this dietary revolution.

Impact

increasing public awareness of the negative climate and environmental impacts of meat and dairy consumption, including issues of animal welfare, biodiversity, and natural resource depletion

increasing public awareness of the personal health consequences of increased meat and dairy consumption, including the soaring rates of diabetes, heart disease, and obesity in China

facilitating immediate behavior change in reduced meat consumption by partnering with relevant food provision and health stakeholders (e.g. restaurants, universities, government institutions)

promote the effectiveness of Chinese Government policy on climate and nutritional guidelines. working in partnership with the Ministry of Ecology and the Environment, and the Chinese Nutrition Society (CNS) which is closely linked to the Chinese Ministry of Health.

WildAid