From Meatless Mondays to Meatless Many Days: Motivating and Incentivizing People to Change Their Diet

Todd SmithMorningstar Farms

Let’s Get Frank: How a Spoken Word Can Be Worth a Thousand Pages

#SB16SD #ActivatingPurpose

MORNINGSTAR FARMSThe Veg Effect: When Less Meats More

‘One of the simplest, most impactful things I can do to help my health, and the planets’ is eating

less meat.’

Barrier #1‘It’s not for me’

Credit:OnBeing

Barrier #2‘It’s the food’

Credit:AnheuserBusch

Barrier #3‘Why? I’m good with this.’

CAMPAIGNIDEA

GoodforYou

GoodfortheWorld

What we want people to

believe:

How we’re going to get them to

believe:

MSFis…

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