WWF

Brief: Encourage people to reduce the consumption of meat to help climate change. Insight: People often feel like 'no meat' means they can never have meat ever again, which makes them scared to commit to the habit. The Idea: Let people know they don't have to do great things to make a difference. You don't have to cut meat out entirely if you can't. Even if you replace one purchase with a meat-free one, it makes a world of a difference.