Announcing Our First Video Series!
The past year has been foundational for Better Eating International. We established an equitable organizational culture of mutual respect, accountability, and productivity; we researched, tested, and created our animation style; and now we’re in the midst of the largest attitudinal study in the history of the vegan movement.
While the results of that study will become the road-map to help target our future video content, we also decided to start creating content for an audience segment we have already identified: lacto-ovo-vegetarians who love animals (age 18 to 34 and in the USA). We’re in the final stages of developing a 10-video series that encourages them to stay veg, but also nudges them toward vegan eating.
While these folks have already taken steps to help animals, we have three significant reasons for choosing this initial audience:
1. Vegetarians are easily identifiable. Most ad platforms allow us to reach vegetarians and — even better — find the intersection between that audience and “animal lovers” or “pet owners.” After we finish this set of videos, we’ll create an alternate sequence tailored to vegetarians who are also particularly interested in health or nutrition. While our segmentation research will allow for far more nuanced messaging moving forward, we were able to use existing research to predict this segment’s needs and produce relevant content now.
2. Eggs are particularly awful. While there are several animal rights groups that work to encourage omnivores to eat vegetarian, few work to encourage vegetarians to move toward vegan eating. This is unfortunate because eggs cause more harm than any animal product other than fish and chicken. In terms of immediate impact, an individual eliminating their egg consumption helps more animals than someone eliminating beef, pork, or turkey.
3. Vegans drive change for animals. While it’s undoubtedly a good thing when people become vegetarian, researchers have found that the strength of their belief in animal rights is significantly weaker when compared to vegans. Furthermore, vegans advance and solidify their views on animal rights when they stay vegan for several years, while vegetarians stagnate in their beliefs. Similar to omnivores, vegetarians likely experience a form of moral disengagement when it comes to dairy- and egg-producing animals — in other words, they’re unlikely to be concerned about these animals when their eating habits actively exploit them. No one wants to believe they’re behaving unethically. Shifting to vegan eating allows people the space to reconsider their beliefs.
Our goal as an organization is to inspire individuals to join the movement for animal rights. Becoming vegan teaches compassion and signals commitment to friends and family, often inspiring a ripple effect. With these videos, we hope to bring vegetarians into the fold and convert them into active animal allies in their social circles.
With our in-house creative team, a video series is never truly complete. We’ll be studying the response as we push it to viewers, A/B testing different components and scenes, and making changes wherever necessary. With this series and all others, we’ll always seek to maximize our impact.
Make sure you subscribe to our new YouTube channel to be among the first to see the completed series in just a couple weeks!