A daring new environment-focused marketing campaign has launched and is encouraging meat-eaters throughout the UK to grow to be Midway Heroes by making 50 per cent of their weekly meals plant-based.
Spearheaded by Viva!, the Midway Heroes marketing campaign is designed to be a welcoming, empowering and optimistic step for individuals who wish to cut back their environmental affect. It highlights how small, on a regular basis selections can result in actual local weather motion, whereas breaking widespread misconceptions about plant-based meals.
The message is easy: you don’t must be excellent to make a distinction,”
stated Rachel Higgins, Environmental Campaigner at Viva!
This marketing campaign is about inviting everybody to hitch the motion in a approach that feels doable to them. Turning into a Midway Hero is a enjoyable, accessible approach for folks to take motion on local weather change with out feeling overwhelmed by the must be excellent.”
From lowering greenhouse gasoline emissions to reducing water and land use, consuming extra vegetation and fewer animal merchandise is likely one of the simplest adjustments people could make for the planet. Midway Heroes places this environmental affect entrance and centre with a light-hearted tone and a robust deal with meals that tastes nearly as good because it feels.
The marketing campaign provides a contemporary, versatile method that emphasises progress over perfection.
There’s an enormous untapped viewers on the market who care concerning the atmosphere however really feel overwhelmed by local weather messaging and don’t know the place to begin in making a distinction,” added Rachel.
Midway Heroes is about breaking down these boundaries and making step one really feel achievable – and perhaps even enjoyable.”
The marketing campaign additionally hopes to encourage lasting dietary change by serving to folks uncover new favorite meals. The purpose: flip curiosity into motion, and motion into behavior.
With 22.6 kg of CO2e per kg of beef produced within the EU, the environmental toll of beef is simple. Deforestation, biodiversity loss, water air pollution, and extreme useful resource use are all a part of beef’s darkish resume. As one of many least environment friendly meals to provide, beef calls for huge quantities of animal feed — together with soya grown in areas just like the Amazon — intensifying environmental harm.
Viva!’s Midway Heroes marketing campaign calls on the general public to chop their meat, fish, dairy, and egg consumption in half to dramatically cut back their carbon footprint. By taking this achievable step, folks can play a robust function in tackling local weather change and defending treasured ecosystems.
We speak about electrical automobiles and renewable power, however we have to stroll the stroll with our diets too,” says Viva!. “Decreasing animal product consumption by simply 50% can have an unlimited affect.”
This marketing campaign is about motion, not perfection. Individuals wish to assist the planet however typically don’t know the place to begin, we’re displaying them that being a local weather hero may be so simple as swapping just a few meals per week.”
The marketing campaign goals to make dietary change really feel accessible, enjoyable, and impactful – one burger at a time.
For extra data, recipes, and to hitch the motion, go to:
See the Midway Heroes video right here:
