To recap my personal leadership challenge is to work with the charity Hubbub to help promote sustainable lifestyles in fun and playful ways. We concentrate on things people are passionate about such as fashion, food, homes and neighbourhoods.
Most recently we’ve been developing a campaign to reduce meat consumption and promote plant based sources of protein. Meat and dairy consumption is predicted to double by 2050 and this isn’t sustainable. Our Meat Your Match campaign challenged male gym users to replace half of their animal based protein with plant based protein over a period of 2 months. It was provocatively aimed at this audience as research shows that 60 % of men exceed recommended levels of red meat intake and gym users in particular have become increasingly conscious of the ‘need’ to eat lots of meat protein. The campaign aimed to challenge their preconceptions that to get lots of protein you had to consume lots of meat and dairy. Participants received bespoke meal plans, wearable technologies, and personal support. Preliminary results found that the diets were hugely beneficial to the participants’ health and wellbeing, with people sleeping better and feeling less fatigued. They also said they were far more likely to order a vegetable based dish when eating out.
We now aim to expand this campaign to a larger, more mainstream cohort. I’ve pitched the idea to my employer to see if they can get involved. I didn’t get off to the best start as it turns out the lady I spoke to is the daughter of a livestock farmer who loves meat. However, after further discussions she became interested in the wellbeing elements of the concept and so we are altering our approach to position it more as a wellbeing campaign. This is a valuable lesson as wellbeing is becoming increasingly important across many businesses and so it’s an angle that may well resonate better with a business audience. We’ll be pitching it formally in the next few weeks and I’ll report back on progress in my next blog. Wish me luck.