Slide CUT Print i’Union briefed participants to identify a climate change issue, and to create a campaign centred around finding a creative solution to tackle the issue. THE BULL Cut the bull - a movement with ultimate objective is trying to get South Africans and humans globally, to decrease their carbon footprint by encouraging behavioural change through simply removing beef from their diet one day a week and sign a petition not have our ministers sign a “beef cap bill” on the processing of beef. Solution Our print ads to educate readers environmental impact of the beef industry by quantifying the amount of consumption by juxtaposing it to the amount of waste it causes in natural resources. We’re familiar with the most common contributors to climate change i.e. fossil fuels, waste, the deterioration of natural lands, etc., we found that the meat industry makes up 15% of greenhouse gas emissions that are adding to the further deterioration of our environment. And South Africa is sitting pretty at 25th place.

While sstudies have shown that by removing meat from our diets one day a week helps decrease one’s carbon footprint, how do we get countries who have a great love for meat to start changing their consumption behaviour around it? Insight As a launch stunt, we wanted create a sculpture made purely of the amount of beef consumed by the average person over a years, and erect it outside the office of the Minister of Agriculture. The ask? For the office to put a cap on the production of beef in the country. Insight On social media, we created posts that raise awareness about the environmental impact of the beef industry, encourage followers to sign a “beef cap” petition, while also driving home the message that they can save the planet once meatless meal at a time. Social
Launch Banners Banners We created a series of banners and a playlist on Spotify, to promote the campaign. We rewarded all the people that engage with the campaign with a curated playlist of hip-hop's most iconic "Beef raps"...the only beef we need.

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