HUMANE WORLD FOR ANIMALS
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The Audience Opportunity
Humane World for Animals has spent more than 70 years fighting animal cruelty around the world. They wanted to spotlight one of the simplest ways people can help animals every day: the food they eat.
Our challenge was to create a PR-worthy campaign that would spark conversation around plant-based eating and inspire Americans to swap more animal-based meals for plant-based ones every week.
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The Idea
We created Beansday.
A simple weekly ritual encouraging people to swap meat for beans every Wednesday.
Instead of leading with guilt or sacrifice, we built the campaign around humor, positivity, and participation.
Beans are affordable, accessible, protein-packed, and one of the easiest ways to reduce the demand for factory farming. By turning a small behavior change into a repeatable habit, we gave people an easy way to help animals through their food choices.
Then we found the perfect spokesperson.
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The Result
2B earned impressions in launch week
6M organic views | 30k shares
TMZ chased Kevin Bacon down in the airport to ask about Beansday
