Running a vegetarian campaigna case study: V-day in Belgium: Running a vegetarian campaign a case study: V-day in Belgium EVA vzw


Slide2: What is V-Day? Aims and keywords Campaigning to V-day V-day itself Communication What do you need?


Slide3: What is V-Day?


Slide4: Vegetarian event in Belgium (Antwerp) – one of the largest in Europe Belgian vegetarian society EVA Third edition in 2003 Elements: Vegetarian fair Cooking workshops Broad communication campaign with celebrities Golden Carrot award Vegan cafetaria Lectures 6 course vegan dinner for 300 people What is V-Day?


Aims: Aims To create broad visibility for vegetarianism To contribute to a suitabe image for vegetarianism (young, trendy, mainstream, "something for me"…) To let visitors experience vegetarianism To network with stakeholders To put the organizer on the map Bonus: small financial return


Slide7:  Mainstream EVA aims at reaching as many people as possible, and not any specific target group: campaign has a young, trendy, professional look no alternative image Professional location, booths, layout, design, overall image  Positivism & humor No preaching, nothing too serious, but light and funny Theme with rabbit teeth Campaign tagline Emphasis on food Keywords


Campaigning: Campaigning Main purpose: be seen Importance of communication  events leading towards V-day: Celebrities go veg Recipe Contest Golden Carrot


Celebrities go veg: Celebrities go veg


Celebrities go veg: Celebrities go veg Ten celebrities were asked to go vegetarian for two weeks near V-day Aim: media coverage! Press lunch with celebs present 3 figured on posters Minister of health, TV-presenters, singer, famous tennis player, actor Helps vegetarianism achieve mainstream status How to do it? Just ask! Support your celebs (Veg survival kit) Celebs do cooking demonstrations on V-day


Golden Carrot Award: Golden Carrot Award


Golden Carrot Award: Golden Carrot Award Yearly award for a person who contributed to vegetarianism in Belgium Aims: generate media attention; networking List of nominees; voting possible through website Award ceremony on V-Day


National recipe contest: National recipe contest


National recipe contest: National recipe contest Aim: stimulate creativity in & attention for vegetarian cuisine, mainly in restaurants Invitation by a mailing to 1500 restaurants. Follow-up by phone Every restaurant is invited to submit a vegan recipe Professional jury with famous Chef Month before V-day; Award-ceremony on V-day Close cooperation with media


V-day itself: V-day itself 35 booths of producers and organisations


Slide16: Mainly tasting booths, emphasis on food visitors pay entry; tasting is free very down to earth confrontation with vegetarian products


Slide17: Ten cooking demonstrations


Celebrities make their favorite recipe- professional outlook: kitchen and six plasma screens- presentation by other celebrities: Celebrities make their favorite recipe - professional outlook: kitchen and six plasma screens - presentation by other celebrities


Communication: Communication 4000 Posters 125.000 flyers with detachable teeth 70 x media coverage Press lunch Product stickers Our own channels


4000 posters, 3 versions: 4000 posters, 3 versions Spread by volunteers - Spread by distribution agency in cafés


110.000 Flyers: 110.000 Flyers detachable teeth - spread by volunteers - spread by distribution agency in all kinds of public places


Media-coverage: Media-coverage More than 70 instances of media coverage (national and regional, TV, radio, written, websites) Press conference with gourmet lunch Importance of personal network Use of discount vouchers


Press lunch: Press lunch Information about the V-day campaign Gourmet lunch by professional chef 10 journalists


Product stickers: Product stickers Stickers for vegetarian products in stores Ask health food stores and producers Great very direct marketing


Our own channels: Our own channels Monthly newsletter to 5000 subscribers Membership magazine to 5000 people Website, viewed by 1000 visitors each day. Interactivity.


What do you need?: What do you need? Job list Financial resources Planning


Job list: Job list General coordination Coordination of cooking workshops Recruiting of producers & orgs for booths Design & layout of all materials Communication and media Volunteer coordination Schmoozing of celebrities Coordination of recipe contest Finances, budget, administration Sponsorship coordination


Finances (US$): Finances (US$) Entrance: $ 5 or 7; Booth for organisations/producers: $300/600


Planning: Planning V-Day, April 3-4 Start posters, Feb 15 Press conference, March 20 Send file to firms, Dec. Contact sponsors, Jan. Announce date & location, November Press Set up task force, Nov


In your country?: In your country? September 2004: V-Day in the Netherlands More information: info@vegetarian.be