THE BIG PICTURE
We all have 12 years to stop climate change in its tracks. The great news is there is a simple way everyone can help – choosing to eat vegetarian food. We need to get this message out quickly, and we urgently need your help to reach more people.
We are creating a TV ad to help people make this change, which we will broadcast across the country in May. But we can’t make a difference unless people see it.
Please help us show this important ad to more people to inspire them to make this easy change.
Every £10 you donate means up to 3,000 more people will be motivated to choose vegetarian food. It’s so easy to do, and will make a big difference to the future of our world.
Be part of the solution – please give today.
WHY IS THIS SO IMPORTANT?
In 2018 the UN Intergovernmental Panel on Climate Change (IPCC) published a special report on the impacts of global warming, detailing the most extensive warning yet on the risks of rising temperatures worldwide. One of the key messages was that we need to act now to stop this increase, which is currently on track to exceed liveable levels by 2030.
The good news is this report by world-leading scientists has identified reducing meat and dairy products as one of the biggest ways people can limit their environmental impact on the planet. This is an easy thing we can all do right now to make a big difference, and we want everyone to know about it.
WHY A TV AD?
We are planning to run this TV ad to support our annual awareness raising week, National Vegetarian Week (NVW), taking place 13-19 May 2019. The TV ad will drive traffic to the National Vegetarian Week website where they will be encouraged to try new things; from buying local fruit and veg to asking your work canteen to go veggie. By trying these fun things, people will be shaping the future of our planet.
Every year we increase the reach of National Vegetarian Week, with 2018 seeing a higher proportion of meat-eaters taking part and making changes to their diet.
- 95% of participating community events had meat-eaters trying veggie food
- 50% of people ordering resources were not vegetarian or vegan
- Of those who ordered NVW resources, 67% ate less meat or fish during the week, and 17% ate only vegetarian food
- As a result of NVW, 83% were more aware of vegetarian food, products or ingredients
- 76% of meat-eaters who took part in NVW are more aware of vegetarian options when eating out
Participation in 2018 demonstrates that NVW is well-placed to reach meat-eaters and encourage them to choose more vegetarian options. Data shows that TV ads are one of the most cost-effective and far-reaching methods for reaching and engaging new audiences.
A TV ad has the added benefit of potential repetition, with the message’s impact increasing every time the viewer sees it.
We have secured the minimum funding of £10,000 to produce the ad and deliver 3.2 million views during the week of 6-12 May, which is the week before National Vegetarian Week. It will be shown on a mix of terrestrial and subscription stations to reach a broad audience.
Every additional £10 we secure means up to another 3,000 views. We aim to raise a total of £5,000 to ensure the ad is seen by up to an additional 1.5 million pairs of eyes. These views will take place during National Vegetarian Week 13-19 May, so it has the added benefit of extending the time the ad is broadcast and seen.
WHY THE VEGETARIAN SOCIETY?
The Vegetarian Society is a registered UK charity (No. 259358) and the place to go for everything you want to know about the world of vegetarian food. Our mission is to inspire, inform and enable people to be vegetarian. We are the trusted home of the Vegetarian Society Cookery School, and independent vegetarian and vegan accreditors of products, suppliers, caterers, restaurants and cafes.
These are just some of the ways we help people, animals and the planet:
- Vegetarian Society Approved trademarks – providing assurance vegetarian and vegan products have been checked to make shopping easier
- Vegetarian and vegan cookery courses through our Vegetarian Society Cookery school
- Free enquiries and dietitian service – providing trustworthy, practical information, help and advice
- Award grants for National Vegetarian Week – so more people and groups can share and enjoy vegetarian food
- Free classes for community groups and vulnerable people – to build skills and confidence, and learn how to cook for themselves and their family at home
- Developing and improving vegetarian menu options and catering across a number of public sectors
Thank you for taking the time to read about our work and we hope you are excited and inspired by this opportunity to reach many more thousands of people. Together we can make a big difference, and help stop climate change one bite at a time.
Registered Charity No: 259358