TAMMY DEMELIER  ART DIRECTION | GRAPHIC DESIGN | VISUAL STRATEGY 

TAMMY DEMELIER  
ART DIRECTION | GRAPHIC DESIGN | VISUAL STRATEGY 




World Vegan Day Proposal



Awareness campaign for World Vegan Day that creates excitement about veganism by focusing on its impact on the environment in an actionable way for the viewer. 










 
































This creative concept was developed in the context of a competitive brief that I participated in. Below is the written response to the brief explaning the concept and the research and marketing strategy.



VISUAL LANGUAGE

I propose a typographic solution which compacts into a single graphic the basic event info, alongside the impact of one person being vegan for one day. This graphic could be pulled apart or expanded using motion graphics or other methods. This basic typographic design can be used alone or combined with images or colors. No pictures of animals, instead, engraved and illustrated images of fruit or vegetables are used printed in vibrant colors, morphing, moving or such.

SOCIAL

The emphasis of the campaign would be on having people sign up or pledge online across multiple platforms to participate in celebrating World Vegan Day on November 9. Once they begin joining, their efforts will be added to the entire group’s, and the running total of all participants will continue building in the ongoing ads and call to actions. Participants will be encouraged to sign up friends or even form groups to participate together. They will be reminded of their pledge on the date and thanked for their participation. They would further be given the tools and encouragement to keep moving forward. The Instagram and Facebook pages would carry running totals and easy access to signups and sharing possibilities. Hashtags would be created to allow participation by the general public.
A secondary aspect of the campaign would be to provide online “assistance” with the task in the form of recipes, suggestions for clothing or no animal products they can use for the day. A series of recipes to “bake a cake” for World Vegan Day could help dispel the notion that you can not eat yummy vegan baked goods. This idea of baking a cake also falls into line with the intention of celebration that is essential.

NOVEMBER 1 and BEYOND

Participants would be given reminders and positive reinforcement on World Vegan Day. They would be encouraged to share photos of their efforts, cakes, unique recipes or other efforts throughout the day. The number of animals, CO2, forest, healthcare costs and anything else that can be derived by the number of signups would be calculated and promoted to all the participants with a large thank you and encouragement to continue forward as much as possible. 


Some keywords and research related to the proposal:

NON-GUILT CAMPIAGN

Existing research shows that guilt is not often a good motivator. Seeing images of animals suffering and damage to the environment may not be helpful in promoting veganism.

ACTIONABLE AND ACCOUNTABLE

For most people, it is possible to imagine being vegan for a day, By showing the positive consequences of them eating vegan for this one day,  or even a month,  a year or a lifetime the effects of their effort can be calculated and presented to participants providing accountability and positive feedback.

A CELEBRATION

Using talk of violence, images of suffering and concepts of guilt in the context of a celebration of World Vegan Day would be inappropriate and give the day a negative connotation.

UNIQUE OPPORTUNITY

World Vegan Day is a special day and what is not possible every day of the year can be possible for this one day.

SOCIAL OPPORTUNITIES

The challenge #beveganoneday creates opportunities for grass roots promotion and challenges within a person’s friend circle and across social media.






CONCEPT AND DESIGN:
Tammy Demelier


TYPEFACE

Automate OT