PETA was seeking to target male audiences with the Stone Age campaign as men are typically less likely to become vegan or vegetarian. With so many campaigns focused on empathy to spread the message about veganism, we wanted to find an alternative that would appeal specifically to men.
PETA partnered with film students from renowned Filmhochschule Ludwigsburg film academy in Ludwigsburg, Germany where we had several groups submit concepts for a new campaign. "Stone Age" was the top choice for the intended goal of reaching men. Working with a minimal NGO budget, but still having a "cinematic" look was a challenge for the team. Also finding the right text for the end of the clip without being too preachy took some brainstorming.
We targeted men across social media platforms and managed to generate some 500,000 views. We also had a significant growth of registrations to our newsletter program VEGANSTART ( www.veganstart.de ) and received great international press.
