Messaging for impact to promote vegetarian diets
Working with the UK Vegetarian Society to integrate insights from behavioral science into the organization’s campaigns, including raising awareness of male chick culling the UK egg industry.
To maximize impact, we focused on making visuals more emotionally engaging, drawing on research to show that images of chicks in the campaign needed to be cute, express relatable emotions, and have clear, expressive eyes that viewers can connect with.
Watch the final campaign, narrated by Sir Stephen Fry, here.
‘Sophie is a highly skilled scientist with an exceptional knowledge of research methods and the psychology behind effective behavior change.’
Dr Beth Parkin, Associate Professor, University of Westminster
Let’s work together
We're eager to hear about your projects, ideas, and needs, and hope we can work together to drive meaningful change for people and planet.