Meat Less. Bike More. Campaign
- eshanayp
- Oct 30, 2023
- 3 min read
Updated: Nov 5, 2023
My Role:
Project Management | Marketing and Promotion Strategy | Program Development | Creative Design |Copywriting | Event Planning | Community Engagement
Overview: The "Meat Less. Bike More." campaign was a unique and innovative project aimed at promoting a healthier and more sustainable lifestyles within the community. This initiative was a collaborative effort between Blue Bike SC, a leading bike share organization, and Let's Meatless, a local advocacy group supporting plant-based dining. The project was conceived to address a pressing issue: the need to encourage the community to embrace a more active and eco-friendly mode of transportation while making conscious dietary choices.
The Problem:
Blue Bike SC's declining membership adversely affected its revenue and the sustainability of its bike-sharing service. Let's Meatless was concerned about the adverse health effects of unhealthy dietary choices in the community.
Low Bike Share Membership: Blue Bike SC was experiencing a decline in bike share membership, primarily due to a lack of awareness and interest in biking as a viable transportation option.
Unhealthy Eating Habits: The community's dietary habits were shifting toward unhealthy fast food choices, leading to health concerns and increased healthcare costs.
Environmental Impact: The carbon footprint of the community was on the rise, with an increase in vehicular traffic contributing to pollution and congestion.
The Solution:
To tackle these challenges and opportunities, for the "Meat Less. Bike More." campaign, I implemented a variety of creative and marketing strategies:
Interactive Bike Map: I created an interactive bike map with the help of a local bike advocacy NGO, that listed participating restaurants, making it easy for the community to discover and plan bike-friendly dining experiences.
Professionally Led Bike Rides: Each participating restaurant had a designated day when a professionally led bike ride was organized, culminating in a group visit to the restaurant. Perfect for newer street bike riders who are timid to ride in traffic.
Incentives for Participants: To encourage participation, we offered free bike share memberships and exclusive campaign swag to all riders. Additionally, two lucky raffle winners at each participating restaurant received gift cards to enjoy meals at the establishment.
My approach to the project integrated the promotion of bike share memberships with an advocacy for healthier dietary choices. This addressed both individual well-being and community sustainability. The key elements included:
Designing a captivating and cohesive campaign brand, "Meat Less. Bike More.," to effectively convey the dual message of healthier living and eco-friendly transportation.
Collaborating with local restaurants and bridging the gap between biking and dining, while promoting health and sustainability.
Executing a comprehensive marketing strategy that harnessed local and national PR, social media, community events, and educational content to raise awareness and drive community participation.
The Results:
The "Meat Less. Bike More." campaign yielded remarkable results, both in terms of community engagement and the promotion of healthier choices:
Increased Bike Share Membership: Blue Bike SC observed a significant boost in bike share membership sales, with a notable surge in registrations during the campaign's duration.
Healthier Eating Choices: The collaboration with local restaurants featuring vegan menus or menu items led to an increase in orders for plant-based meals. Many community members discovered the benefits of a more balanced diet during the campaign.
Some key metrics included a 30% increase in bike share memberships and a 65% rise in the sales of vegan menu items at participating restaurants.
Blue Bike SC experienced a substantial increase in revenue from higher membership sales and a strengthened commitment to its sustainability goals.
Let's Meatless achieved its mission of further promoting plant-based dining and a healthier lifestyle within the community, setting the stage for continued progress in these areas.
The "Meat Less. Bike More." campaign not only accomplished its primary objectives but also left a lasting impression on the community by encouraging sustainable transportation and healthier dietary choices.
Want to learn more? Let's talk about how my experience can help your organization's goals.