|
 |
|
 |
It might sound a simple enough proposition, but what exactly is the most effective way to promote the very many benefits and cause of vegetarianism? |
|
This has always been one of the primary areas of focus for The Vegetarian Society.
Not too many years ago, it would not have been unusual to read in the Society's promotional and campaigning literature blunt testimony concerning the horrors faced by hundreds of millions of animals every year in the UK. This would, of course, have been complemented by the shocking imagery of the slaughterhouse, or the often depraved conditions animals are forced to live in. But just how effective this type of campaigning is remains a point of some conjecture. After all, to a large extent the majority of people know what the flesh-based foods on their plate are the result of, with most choosing to not think too much about it. It would be easy to mount an outright attack on the meat and fishing industries, but vegetarianism is about much more than this. As well as saving animals, modern vegetarianism is also about healthy, great-tasting food which is better for the environment. The Vegetarian Society does not have to engage continuously in negative campaigning when there are so many positive messages to convey. The fact remains that appealing to people's stomachs is still one of the most effective ways of getting people to go veggie. Once individuals realise that modern vegetarian food tastes good, is accessible and does offer a wealth of choice, then in many cases the hard work is already done. The way in which every type of food is marketed and advertised has moved on considerably to become a sophisticated and powerful artform in itself. Increasingly we are no longer simply sold a food product because modern advertising often attempts to sell us a lifestyle. To a large extent, this is the competitive, media-saturated environment within which modern vegetarianism must be promoted. |
 |
One powerful myth concerning vegetarianism is that it is more 'something for women'. In a pioneering move to combat this misconception The Vegetarian Society recently launched the 'Men and Meat Campaign', complete with promotional hoardings carrying the words 'Who Ate All The Peas?', displayed within the 'traditionally male' environment of football grounds in Britain.
Funds permitting, the Society plans to develop this campaign further to include leading FA Premiership clubs, which should mean that the veggie message will be seen by millions of TV viewers into the bargain. |
|
The Society remains eager to deliver its message to sectors of the community traditionally under-represented in terms of vegetarianism, breaking down misconceptions and myths along the way.
Wimbledon FC footballer Robbie Earl is working with the Society by appearing in promotional literature as part of the 'Men and Meat' campaign, to show that leading sports people are vegetarian, including the male of the species. Humour plays a very important role in the way vegetarianism is promoted by The Vegetarian Society. For some, vegetarianism is seen as a dull and all 'too serious' subject. Although underneath it all there are serious issues, vegetarianism is not dull and the way in which the Society uses colourful and modern means to get the message across underlines this. To considerable and wholly favourable response, the Society recently produced two short cinema advertisements that best show its innovative, imaginative and modern approach. One advert played upon the inhumane way animals are transported, depicting an undercover investigative reporter tracking and finally opening up a transportation vehicle, only to find vegetables, the overt suggestion being that transporting animals in cramped conditions is wrong, but it doesn't matter too much when it comes to onions. The advertisement was shown before such films as 'Babe 2' and 'A Bug's Life', in many cinemas nationwide. A lot of planning goes into each campaign, as the Society decides how best to strike a balance between the all important underlying message and the way in which that message is presented to the public. Another Society advert, subsidised by the generous financial support of The Co-operative Bank, explored the erotic imagery of vegetables to show vegetarianism in a witty and sexy light. Such humourous undertones were effective in ensuring free publicity for vegetarianism, with excerpts shown on British national TV, including C5 News and C4's 'The Big Breakfast'. The ad was also shown on TV abroad, even dominating the front page of the 'Wall Street Journal', as well as many news publications in the UK. One can only wonder how much impact such a venture would make on behalf of the cause of vegetarianism in the UK if The Vegetarian Society had sufficient funds to secure TV commercial airtime. In 1998 The Vegetarian Society launched a major Christmas billboard campaign in London, along the same theme of animal/vegetable transportation, resulting in massive feedback from the public in the capital. To complement an annual Christmas leaflet/ad campaign, the hugely successful National Vegetarian Week and Vegfest staff at the Society plan campaigns around developments in the news, which could concern health, animal welfare or the environment. The Vegetarian Society also works upon its own initiative and continues to set its own agenda, identifying areas where progress needs to be made. At present The Vegetarian Society is working hard to ensure that that in places such as hospitals, schools, colleges, and even prisons, there is at least 25 per cent vegetarian choice. Such work is relatively low profile, but nevertheless very important. The Society also produces an impressive range of promotional leaflets and vegetarian starter packs, distributed at local level and sent out to those who contact Parkdale for information. The Vegetarian Society is extremely serious about its work, but, over many years it has been recognised that its approach to selling vegetarianism always has to be thought-provoking, interesting, informative, entertaining and amusing, to ensure the most favourable outcome. The Society is very well respected for its marketing of vegetarianism and has received much exposure and many highly prized awards and plaudits, although this is not the most important motivational factor. The fact that many thousands of people in the UK are going and staying vegetarian, and joining an organisation that so effectively promotes it, remains the most important objective. |
 
|
|||
| Please remember this is an archive page. For a list of our latest leaflets etc, please click here | next page: youth education | ||
| www.vegsoc.org/21cv : 21st Century Vegetarian |
