by Eleonora Anello
Can the style of a communication campaign influence its effectiveness? May a bloody campaign have taken more than another that have soft and calm tones? There are no recipes suitable for all circumstances. It depends on many factors.
In the vast world of environmental communication, food-related issues are becoming increasingly important. Some initiatives focus on reducing waste, other on the nutritional habits in order to promote more respect for the environment.
The approaches are varied. “Chiediti cosa mangi anzi chi mangi” (“Ask you what you eat rather who you eat”), action demonstration staged in late June on the streets of Trastevere , a district of Rome, by activists of the OCSA (Organisation against animal slavery), is fully part of the "horror" series. They have meticulously reproduced the scenes that consume every day in slaughterhouses. The macabre re-enactment was the last act of a long protest against the exploitation of animals killed by the meat industry. Strong images accompanied by unpleasant sounds of cries of dying animals destined for our tables. And then posters made with the blood that has attracted the attention of passers-by and, in conclusion, the advice given by the voice-over, which is to switch to a vegan diet.
A shock campaign that is difficult to see in Italy, but more frequent in other European countries like France, where they often take on a re-educational function, or used in Spain as a brake restraining the adoption of certain behaviours.
Beyond the Europe’s confines, it have been adopted softer approaches, that privilege more moderate tones. In the emerging China, a country that is rapidly aligning the lifestyles of industrialized countries and where, ultimately, against the ancient traditions, the meat on the tables never fails, they are hooked to fashion. The PETA’s activists, the known group for the ethical treatment of animals, launched the campaign "Save a cow. Eat this instead Dress". A simple message, broadcast by Gao Yuanyuan, actress not only fascinating but true example to be followed after her conversion to veg diet. The testimonial became a model wearing clothes and accessories made of plants and creating meaningful images served to spread the message. The Chinese were able to appreciate a dress made of lettuce leaves or a banal necklace of chillies. In an interview with Reuters Jason Baker, a member of Peta has added details on the initiative: «We worked on the campaign with other celebrities wearing bikinis and dresses made of lettuce, but this is the first time we had a Chinese celebrity. To ensure that the vegetables remain fresh and crisp during the photo shoot and to get the best results, we have hired to work detail on a five tailors».
Two campaigns that extol the abandonment of the meat from their menus. Two different styles. Perhaps only two ways to emerge from the jungle of messages where we unravelled daily.
In the vast world of environmental communication, food-related issues are becoming increasingly important. Some initiatives focus on reducing waste, other on the nutritional habits in order to promote more respect for the environment.
The approaches are varied. “Chiediti cosa mangi anzi chi mangi” (“Ask you what you eat rather who you eat”), action demonstration staged in late June on the streets of Trastevere , a district of Rome, by activists of the OCSA (Organisation against animal slavery), is fully part of the "horror" series. They have meticulously reproduced the scenes that consume every day in slaughterhouses. The macabre re-enactment was the last act of a long protest against the exploitation of animals killed by the meat industry. Strong images accompanied by unpleasant sounds of cries of dying animals destined for our tables. And then posters made with the blood that has attracted the attention of passers-by and, in conclusion, the advice given by the voice-over, which is to switch to a vegan diet.
A shock campaign that is difficult to see in Italy, but more frequent in other European countries like France, where they often take on a re-educational function, or used in Spain as a brake restraining the adoption of certain behaviours.
Beyond the Europe’s confines, it have been adopted softer approaches, that privilege more moderate tones. In the emerging China, a country that is rapidly aligning the lifestyles of industrialized countries and where, ultimately, against the ancient traditions, the meat on the tables never fails, they are hooked to fashion. The PETA’s activists, the known group for the ethical treatment of animals, launched the campaign "Save a cow. Eat this instead Dress". A simple message, broadcast by Gao Yuanyuan, actress not only fascinating but true example to be followed after her conversion to veg diet. The testimonial became a model wearing clothes and accessories made of plants and creating meaningful images served to spread the message. The Chinese were able to appreciate a dress made of lettuce leaves or a banal necklace of chillies. In an interview with Reuters Jason Baker, a member of Peta has added details on the initiative: «We worked on the campaign with other celebrities wearing bikinis and dresses made of lettuce, but this is the first time we had a Chinese celebrity. To ensure that the vegetables remain fresh and crisp during the photo shoot and to get the best results, we have hired to work detail on a five tailors».
Two campaigns that extol the abandonment of the meat from their menus. Two different styles. Perhaps only two ways to emerge from the jungle of messages where we unravelled daily.
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