Resumen de An Original Social Marketing Campaign to “Try Vegan”: Effectiveness and Impact on Quality of Life
Estela M. Díaz, Nora Lado Cousté, David F. Martín García
The present case study focuses on the analysis of the social marketing strategies adopted by Veganuary, a non-profit organization that encourages people worldwide to try vegan diet for January and beyond, through a 31-day pledge. Veganuary is probably one of the most significant vegan campaigns in the world, having enlisted more than 1,400,000 people to date. The main objective of this case will be to analyze the impact of the Veganuary transmedia campaign on their main target publics’ well-being. In this study, we are especially interested in examining the cognitive, affective, and behavioral impacts of the campaign on people who took the Veganuary’s pledge and the other involved actors. Further than focusing solely on the overall final Quality of Life promoted by the vegan lifestyle, this original form of positive, incremental, and supportive social marketing, seems to build its success on the direct benefits offered in terms of wellbeing: an easy, fun (and reversible) transition towards a self-transcendent lifestyle.
