Go back

One less piece of meat

Linking climate change to Human rights

Project goals
  • Increase brand awareness
  • Create a movement
Project type
  • Marketing campaign
  • Video production
My roles
  • Project managment
  • Video production
  • Video editing
Link to all the work developed: https://amnesty.josefinesandqvist.se/content/
Video case study:

Project context

During late 2019 I partnered (within a team) with the Danish branch of Amnesty International to develop a marketing campaign aiming to increase Amnesty’s brand awareness with regards to their actions towards the “fight” against climate change.

This project took 4 weeks to complete and included everything from research and ideation until the production of the pieces of content to be presented to our target audience. These content pieces included facebook add videos, a campaign video, a 360º video, and a website, among other things.

My efforts were more focused on the early ideation phase, video production, and video editing.

Problem statement

Even though Amnesty International is one of the biggest NGOs in the whole world, there are still a lot of people who don’t know about their movements, especially concerning climate change and global warming.

This project aims to persuade people to join the fight against climate change by reducing their meat consumption while raising brand awareness for Amnesty International. To achieve this goal, the group designed a marketing campaign focused on the end-user that centers around the paradox of behavioral change.

Thought Process

Most commonly, people associate Amnesty International with their efforts regarding equal human rights because generally, this is what this NGO stands for.

Nonetheless, the pressing pressure for taking climate action sparked the interest to also associate this worldwide organization to this matter.

To ensure our message is accepted by everyone in Amnesty’s current supporters’ community, this project focuses on showing the implications of climate change on Human rights and how everyone can help us drift away from the climate crisis.


1. Research

The development of this marketing campaign “One less” followed a well‐structured and previously tested development process. Progress within this framework was sparked by conducting research and breaking the problem into understandable chunks of information we could work upon. Due to Amnesty’s close relationship to human rights, our group heavily explored the bounds between this topic and climate change.

2. Ideation

Outfitted with the right information
and manageable problems to solve, we shifted into the ideation phase, where we presented and disregarded many ideas among each other and people from outside the group.

After spending some time on this matter, the group agreed upon working towards portraying the idea that “small changes in everyone’s meat-eating habits can make a big difference in the climate crisis we are living”.

3. Customer journey

Once the general concept was well defined, it was time to roughly sketch how that concept should be shown to the audience and test the hypothesis developed based on research, the earliest part of this development process.

This sketching included the choice of content types that should be produced and their respective tone and feel, as well as the adequate marketing tools to best achieve the intended awareness.

4. Online marketing

A big part of this project was its focus on online marketing and highly sharable content.

To ensure that our ads were displayed to the right audience we carefully crafted our audience based on Facebook insights and set up multiple facebook pixel trackings to redirect emails and ads (see customer journey).

Alongside Facebook ads, we also set up a series of emails using Mailchimp.

5. Content Production

The final step of the journey, excluding all the revisions and iterations, was to produce and edit the publishing-ready content. This long and stimulating step included everything from using film-production hardware and software (Canon 7d MKII, Adobe Premiere Pro, and Adobe After Effects, for example) to achieve professional‐grade results, to publishing our finished content pieces alongside the previously chosen marketing tools (Facebook Ads, and Email marketing).

Final thoughts and reflections

This 4-week project thought me a lot about climate change and meat consumption, as well as about online marketing.

It was particularly exciting to focus on areas that I am already familiarized with and like to work on (video production and editing).

It is important to note that this was a group project where all 4 members contributed meaningfully to the final result, with each one of us focusing on specific parts of the development process while keeping track of the general concept.

Team members

Josefine Sandqvist

Eliška Siváková

Mads Hansen

As always, I’ll be glad to answer any of your questions or give further explanation on any topic.

Drop me a line at hello@josegoncalves.dk or contact me through this page.