Greenpeace needed a striking key visual that could be used for viral online campaigns, in print formats, and for guerrilla street campaigns. The campaign aimed to demand transparency from supermarkets about their meat products, particularly the true cost of cheap meat.
The mass production of cheap meat in industrialized farms often leads to animal suffering, health problems for consumers, and environmental damage. Discount supermarkets such as Lidl and Aldi sell extremely cheap meat, but consumers are often unaware of the hidden reality behind these products.
Nowadays, meat is typically produced on industrialized farms. The pressure to mass-produce at minimum cost leads to numerous problems, including animal suffering. For instance, animals are often kept in cramped and unsanitary conditions, with little access to sunlight or fresh air. They may be fed a diet of hormones and antibiotics to promote growth, which can lead to health problems for both the animals and consumers. In addition, the environmental impact of industrial farming can be devastating, with pollution of waterways and soil, as well as the emission of greenhouse gases contributing to climate change.
Greenpeace aimed to raise public awareness about the hidden reality behind cheap meat products and the true cost of consuming them. By demanding transparency from supermarkets about the production of their meat products, Greenpeace hoped to empower consumers to make sustainable choices that avoid contributing to animal suffering, environmental damage, and health risks. Their striking key visual design was an empathetic call to action that urged consumers to consider the consequences of their purchasing decisions and to demand greater transparency from the food industry.
[See Greenpeace Blog Post about the Project](<https://blog.greenpeace.de/jovoto-gegen-billigfleisch>)