I was vacationing last week, doing some winter unwinding in warmer climes. In that relaxed state, it was particularly startling to walk by this graphic banner outlining the foie gras production process.
These multiple graphic images of force-feeding geese helped me understand how foie gras is produced, in a few seconds. Those dining in the restaurant these protesters were targeting didn’t stop eating, but I know they learned something too.
What worked here was:
- Relevance: The protesters made their case on site, right in front of a restaurant serving foie gras.
- Strength of messaging: Messaging was mainly graphic here. These strong, unforgettable images told the story. More than you wanted to know.
- Call to action, with a clear, doable act outlined: The brochure distributed a card from the Humane Society stapled to it, ready to be detached to give to the waiter or owner of a restaurant serving foie gras. Easy.
But here’s what could work even better:
- When I asked the protesters what organization they were with, they couldn’t answer. One said they were just individuals, not an organization. Another handed me a brochure from In Defense of Animals.
- That was confusing, and raised a question of credibility for me. Have your story straight, and be consistent in sharing it.
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