face the elephant in the room

the veg butcher has decided to do something about it

The Vegetarian Butcher
Social Campaign

WALK WITH US

During COP26, De Vegetarian Butcher launched the Face the Elephant in the Room campaign to call attention to the overlooked impact of meat consumption on climate change. The campaign urged world leaders to address the "elephant in the room" by incorporating meat reduction into climate action plans.

face the elephant in the room
butcher for the future
#climeataction

LET'S GO IN-DEPTH

We developed a multi-channel campaign, using an AR filter on Instagram that allowed users to place a virtual elephant in their space, tagging the UN and using the hashtag #ClimeatAction. The message was further amplified through social media, print ads, and public displays near COP26, including a mural by artist SMUG and digital billboards.

the steaks are high
but where is animal meat consumption on the summit's agenda?
the vegetarian butcher has decided to do something about it
using augmented reality, we're asking global leaders
so get involved. take cli-meat action

HOW DID IT GO?

The campaign combined social media activations, influencer marketing, and traditional print ads. Letters were sent to ministries, and a massive elephant puppet marched during the climate protest in Amsterdam as a physical reminder of the issue.

The campaign generated significant visibility, driving the conversation around meat consumption and climate change at COP26, and resonated with both activists and global leaders.