World Meat Free Week

We make planet friendly

Disciplines:
UX
Design
Web Development
Performance & Optimisation
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We were thrilled to be asked to play a pivotal role in the launch of World Meat Free Week, an initiative that highlights the negative impact that the current levels of meat consumption is having on our planet.

The movement started as 'World Meat Free Day', but this year in a bid to make the campaign bigger and better than ever, the charity decided to run the campaign for a full week and as a result 'World Meat Free Week' was born.

World Meat Free Week asks people to go meat-free for a single meal at any point during the course of the week. Using the 'one meal for a healthier planet' tagline, highlighting the huge impact that going meat-free can have on our planet.

Our brief was to create a website that had bags of personality, getting across the key campaign information in a fun and engaging way. With a general shift towards people eating less meat and a rise in the number of flexitarians, this was less about preaching and more about supporting them in their journey towards a reduced meat diet.

Creating a fun and vibrant 'world'

Our visual approach was to build upon an existing hand-drawn illustrative style, expanding the assets to create a fun and vibrant ‘world’. We used elements of this hand drawn world throughout the website, which allowed us to infuse the personality of the charity into everything; from imagery and video right through to the social feed. Animation was used sparingly in combination with the illustration to draw the users attention and support the impactful messaging.

As part of the rebrand, we also developed a new colour palette that perfectly complements the existing brand colours. Each website section was given a specific colour, giving a visual cue to the user as to where they are on the website.

Content and sign up strategy development

The website acts as the hub of a multi-channel campaign, housing a host of supporting content such as recipes and inspiring blog posts. This content is managed via Contentful Content as a Service (CaaS) solution allowing the World Meat Free team to update recipes and blog articles and ensure that the hub is kept fresh and exciting.

An important part of the website UX was to enable users to pledge their support regardless of the page that they are on. We created a sticky bar with a clear call to action that is always accessible to the user and integrated with Thunderclaps crowdspeaking platform to provide a seamless way to get involved, regardless of device. Thunderclap was then used to spread the campaign message far and wide across social channels.

It might surprise you how much of an impact going meat free can have on our health and our planet

To allow our users to calculate their individual impact of going meat-free, we built a sustainability calculator that allows them to input the number of people going meat-free, the number of meals they will be going meat-free for and to calculate the saving. The outputs of the calculator are a series of facts that really highlight the huge impact that going meat-free can have on an individual, their friends and family and the planet as a whole.

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