The context
Global livestock production is estimated to contribute 14.5% to the total greenhouse gas emissions, with dairy production systems being responsible for about 30% of these emissions.
Months before Oatly made it to the news with a petition to the German government asking for it to be mandatory to include carbon footprint on product labels; years before they offered to pay for billboard space in case the dairy industry wanted to reveal their greenhouse gas emissions numbers; way before Oatly owned the plant milk climate change conversation, we came up with an initiative for our client.
The initiative
We wanted to get our client, Vitasoy, to become the APAC plant milk of choice through powerful climate change activism. With a one-off yet large-scale action, we’d help our client become the most sustainable, conscious player in the market.
We would start a global petition to impose a tax on dairy products in order to make up for the negative impact that this industry is having on our planet. The proceeds of the tax, as collected by individual governments, would be donated to NGOs and other entities that contribute to preserving our environment and that help educate societies about sustainable living.
