The variety of meat free meals
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
Showcase the variety and accessibility meat-free foods can offer. Share what you love about them, while educating audiences and encouraging them to share their own.
Suitable trends, sounds, searches: meat-free, meat reduction, cheap easy vegan recipes
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World Animal Protection are driving a food revolution – we'll work with the industry, regulators, consumers and communities. Together, we'll reduce meat consumption, promote plant-based products and build a humane and sustainable food system.
Create a script/storyboard that's authentic and natural to you!! Remember to share for approval ahead of filming.
THEME: meat-free meals have loads of variety, are affordable, tasty and don’t cause hell for sentient beings.
INCLUDE: youR own misconceptions or you not realising the reality of eating meat, you can choose what aligns with you and don’t need to stick to exact wording:
- Misconception: tofu protein is a healthier option than meat. Actually, it contains less than half the calories of chicken (73kcal per 100g serving, compared to 165kcal for boiled chicken breast)
- Reality: Intensive animal farming is linked to climate change, pollution of rivers through animal excrement, and even the risk of superbugs and pandemics through poor animal hygiene and widespread use of antibiotics.
- Reality: Factory farming is an often-overlooked climate culprit with the world’s 5 biggest factory farming companies responsible for emissions equivalent to 36.4 million cars on the road annually.
- Reality: Right now, every year more than 80 billion animals are farmed most condemned to factory farms where their lives are brief and full of suffering.
- Meat chickens exist squashed up against tens of thousands of other chickens, with no room to flap their wings or perch like they would naturally.
- A mother pig lives her life in a cage, unable to turn around, often biting the steel bars around her in frustration, causing injuries. Her piglets are stripped from her as early as 21 days old, their tails and teeth are cut and males are castrated. Pigs are one of the most intelligent animals in the world, far smarter than our family dog (and we understand their deep ability to think and feel.
CTA: encourage a stitch or response at the end, ‘Let’s see all the people who eat plant-based and haven’t died from protein deficiency as some in the comments may suggest’
This content will be produced to be shared on World Animal Protection's international channels
DO
- Please film in natural bright light
- Add engaging captions to your video! remember to submit the version with and without! (SafeZone Tool)
- Keep it lively and energetic - we want to encourage the audience!
- Shoot high-res
- Submit all formats after sign off
DON'T
- Don't sound like you're reading off a script
- Don't film via TikTok app. MUST use back camera and edit via CapCut or similar.
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We’re World Animal Protection. We’re on a mission to end animal cruelty and suffering. Forever.
Evidence shows that animals are sentient, individual beings who feel pain, fear, and joy. Yet, every day, billions of them experience unbearable cruelty.
Putting animals first isn’t just better for them, it’s vital for us and for our shared planet. With your voice we can help raise awareness and end the cruelty and exploitation of farmed and wild animals.
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Genuine - Emphasising a true and sincere connection with our cause.
Witty - Showcasing clever and quick humour that engages viewers.
Relatable storyteller - Creating content that resonates deeply with viewers' everyday experiences.
Motivational - Inspiring and encouraging viewers to take positive actions.
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