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