Meatless Monday
Campaign Identity, Website Development
and Field Organizing
The Problem
Meatless Monday, a national public-health campaign in association
with Johns Hopkins Bloomberg School of Public Health, came to us with
a simple idea: By cutting out meat just one day a week, American’s
could dramatically reduce their risk of disease and start the week off
by eating in moderation. The campaign was working to balance an academic
and consumer message, and was also trying to get a website off the ground
The Solution
First, we designed a memorable campaign identity that showcased
the campaign as fun, easy and family-friendly. Then we developed MeatlessMonday.com
to provide easy access to recipes, coupons, and information to make "going
meatless on Monday’s" quick and easy. We currently develop content
and maintain the weekly "magazine-style" site. Design for Social
Impact also implemented Meatless Monday’s first grassroots field
campaign, organizing West Chester, Pennsylvania as a "Meatless Monday
community," to set a model for local campaigns nationwide.
The Result
A groundbreaking national public health campaign that is consumer-friendly
and accessible, but built on a solid foundation of public-health policy.
In under a year the website has added well over 1000 names to its email
list, and events planned by Design for Social Impact staff drew press
attention on ABC, NBC and Headline News
