A campaign with the aim of encouraging environmentally conscious people to pledge to ‘break up with beef’ for the planet. Upon learning that beef is the one ingredient that has the most negative impact on the planet due to the farming of cows and their production of methane and by simply cutting it out of our diets, it would be the single most effective thing we could all do for the climate crisis, I felt I needed to make a project about it. I wanted to make a campaign aimed at environmentally conscious adults who currently eat beef and try to convince then to stop eating it for the benefit of the planet. I came up with the concept of break up with beef and developed this idea into numerous appropriate touchpoints.

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