Poster Campaign
Visual Communication


»lecker.« campaign logo

The lecker® campaign is supposed to draw people's attention to their meat consumption and support them with convincing arguments for reducing their use of meat.

The aim is to help not only humanity, but also animals and the environment.

Target Group & Goal

People between the ages of 20-35 who are interested in the environment and health and who are not sufficiently informed yet, therefore continue to eat a lot of meat and may think that it is healthy and beneficial for them.

It is intended to address a group of (still) students and young parents who at best raise their children with lower meat consumption patterns than before.

Impact Strategy

In order to achieve the above-mentioned goal, several argumentation strategies were played through and in-depth research was conducted into the nutritional behaviour of meat eaters, vegetarians and vegans. Thus, the main reasons for meat renunciation were divided into several studies as follows:

  • In women, the main reason is compassion for animals followed by health problems.
  • For men the reasons tend to b emore about fitness, so mainly health-related disadvantages.

The campaign should meet as mentioned above both sexes at the same time, hence it was decided to show the health disadvantages of the meat consumption, in order to give to the consumers information to the hand which could be found so far only by exhaustive research or only in the rear of the mind.

The campaign focuses on three illustrations that show the health disadvantages of meat consumption and present them in a surprising way.

The illustrations are each supported by a two-part headline, consisting of

  • a positive message, combined with
  • an ambiguous object,

which can be interpreted both positively and negatively. This creates a strange feeling of insecurity, which should make the viewer think further.

The artwork plays with the shape and colour of the sausage (reddish), represented in a foreign context with a connection to the problem of eating meat. The posters always have a black background to present the mysteriously dark but true facts. On each poster, these are explained in more detail in a sentence that the viewer can read in order to support the authenticity of the illustrations and headlines.

four visuals were created but for the sake of coherence just three should be used
Describtion: Over 50% of antibiotics is fed to animals.
Describtion: Over 50% of antibiotics is fed to animals.
Describtion: In most meat products, different traces of drugs and resistant pathogens can be detected.
Describtion: According to the WHO, processed meat is in the same group of carcinogenic substances as cigarettes. (It is as likely to cause cancer like smoking)


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