What We Did:

With an appreciation of plant-based eating on the rise and having worked on No Meat May’s PR for the previous three years, we knew we were going to need a different hook to land stories for the fourth year running.

We developed a consumer survey that looked at ideas around gender and meat eating from both men and women, given the number of No Meat May sign ups were traditionally heavily weighted towards women.

The results were certainly attention grabbing - showing that overwhelmingly, both men and women in Australia saw diets containing met as more "manly" and vegan diets as more feminine.  These results helped to generate media coverage from all over the world, raising awareness of No Meat May and the biases it aims to overcome when it comes to the cultural norms of meat eating.

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Memorable Moments:

• The month long campaign generated 58 media clippings, reaching 25 Million people.

• Highlights included a story on ABC's "The Drum", a major feature in the Age and the Sydney Morning Herald, multiple radio interviews and digital stories that were picked up around the globe.