True Animal Protein Price Coalition: How Logic Seduced The Dutch To Pay More For Their Meat

The True Animal Protein Price Coalition (TAPAC), persuaded people in the Netherlands to pay more for meat by positioning a meat tax as 'paying a fair price'.

How can you get people enthusiastic about paying a higher price for their meat? And how do you persuade political parties to support a higher meat price, despite this formerly being framed and known as the very unpopular ‘meat tax'? Omnicom PR Group in the Netherlands partnered with the TAPP coalition on their mission to minimize the negative effects of meat consumption for mankind and our planet. Focus: how can we deliver a complex message concerning ‘our daily' piece of meat?

Together for our planet

According to national statistics, the total meat consumption has increased slightly again over the past...

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