Meat the Truth

Art Director: Madison Grube
Copywriter: Rebekah Johnson
Client: Food & Water Watch

Problem: Factory farms pollute the environment and our drinking water, ravage rural communities, and harm the welfare of animals—while increasing corporate control over our food.

Solution: Partner with Food & Water Watch to create a campaign educating the public on the dangers of factory farming and encourage them to sign a petition to end this practice.

Concept: The rise of the factory made America more resourceful, efficient, and influential than ever. Nowadays, everything we use is made in the factory. But so is everything we consume. In fact, 98% of meat in the US comes from factory farming, and people don’t even know it. It’s time to Meat the Truth. By educating the public and equating American patriotism with the consumption of a spoiled, mystery meat supply, we can create both healthy skepticism and a demand for the end to factory farming.

Logo

The logo of the campaign features a patriotic color palette to best lean into the 4th of July launch schedule. The typography is a crisp and geometric sans serif that compliments the line art, creating a compact badge that exemplifies the factory-raised nature of our meat.

Favicon

Microsite

This site housed the commercial, a variety of information about the dangers of factory farming, and a prominent link out to our petition hosted on change.org. All of our digital promotional efforts linked directly to the change.org petition, but that URL was rather unsightly, so our print materials linked to this URL of meatthetruth.org.

Site was designed in Illustrator and then coded myself in HTML/CSS.

At one point this site was live at meatthetruth.org. However, eventually I stopped paying to host it and started using that money to needlessly buy iced coffee instead. I know.