It’s Climate Week in New York City, the largest annual climate gathering of its kind, bringing together over 600 events and activities across the City of New York – in person, hybrid and online. Each year, business leaders, political change makers, decision takers and civil society representatives of all ages and backgrounds, from all over the world, gather to drive the transition, speed up progress, and champion change that is already happening. The event takes place in partnership with the United Nations General Assembly and is run in coordination with the United Nations and the City of New York.
Among the many areas that are discussed within the weeklong event, animal agriculture is a subject that gets less attention than it deserves. One of the main reasons is that representatives of the meat and dairy industry present on panels at Climate Week talk about false solutions that help maintain the status quo to keep producing vast quantities of animal products.
Factory farming is responsible for between 11 and 20% of greenhouse gas emissions and is a constant drain on the planet’s water and land reserves. Individuals can make a difference by focusing on the food that they eat.
Nonprofit, Mercy For Animals, has seized the moment to make its voice heard in a campaign by creative collective, Birthday. Mercy For Animals and Birthday have taken on the Big Meat and Dairy industry at its own game by creating their own meat lobby, with a twist – to lobby against meat. They figure maybe this way, policy makers will hear their message.
During Climate Week, “The International Meat Alliance Against Meat” took to NY streets and engage everyday New Yorkers on questions and topics that the meat industry keeps off the plate and out of mind of most people.
The effort is being supported by Eat Like There’s No Tomorrow, a comprehensive digital and social media campaign, along with OOH. The campaign is visible in Times Square and throughout the city, featured on billboards, and as stickers in restaurant windows and on napkins.
“At Climate Week NYC, the link between factory farming and climate change is no secret, yet ideas often focus on false solutions that maintain the status quo rather than addressing the real issue: a need to reduce meat and dairy production and shift toward plant-based diets. With our ‘International Meat Alliance Against Meat,’ Mercy For Animals is challenging these approaches, urging policymakers to tackle the root problem—our over-reliance on animal agriculture,” stated Shweta Sood, global VP of marketing and communications, Mercy for Animals.
“Through our ‘Eat Like There’s No Tomorrow’ campaign, we’re taking this message directly to the climate delegates, asking them to advocate for a meaningful shift toward sustainable, plant-based diets. It’s time for a true transformation of our food system to secure the future of our planet.”
Corinna Falusi, founder, Birthday, added, “Sometimes absurd situations, like meat lobbies defining the future of our planet, need to be met with absurd ideas. In this case an animal rights organisation like Mercy For Animals created their own meat lobby with a twist: to lobby against meat, to be heard. And for Michael Gagne, animals rights activist turned Meat lobbyist, to hit the street of NY during climate week to seek out delegates and policy makers to talk about topics that the meat industry keeps off the plate and out of mind of most people.”
The campaign is also supported by two sites, eatliketheresnotomorrow.com and theinternationalmeatallianceagainstmeat.com where people can find its mission and ask questions and stay updated with all that is happening on this campaign during Climate Week.
Credits:
Client: Mercy For Animals
CEO & President: Leah Garces
Chief Strategy Officer: Lucas Alvarenga
Global VP of Marketing and Communications (leading this campaign): Shweta Sood
Director of Global Policy: Amelia Linn
Director of Organising, and Meat Lobbyist: Michael Gagné
Lead, International Development: Lupemaria Beal
Global Communications and Project Specialist: Aditi Sharma
Digital Strategy, Influencer Outreach & Marketing: Sarah Von Alt, Hannah Bugga, Nik Tyler & Rachel Pope
Creative Collective: Birthday
Founder: Corinna Falusi
Partners: Jamie Standen & Erik Norin
Production: Margaux Ravis
Creative Directors: Maite Albuquerque, Claire Manganiello, Craig Love & Josh Rubin
Design: Rima Design: Echo Wu
Animation: Rodrigo
Bergh Production: Jessica Hodgson
Consulting Partner: Sherri Chambers @ Pine.se
