1. The drama behind cheap meat Milieudefensie retail campaign on soy Milieudefensie - Friends of the Earth Netherlands

2. The drama behind cheap meat Why this campaign? Why Albert Heijn What is the aim? Milieudefensie - Friends of the Earth Netherlands

3. Communicating The drama behind cheap meat Message: 'Yes you can!' Communication goals: -Naming & shaming -Inform people -New supporters! Milieudefensie - Friends of the Earth Netherlands

4. Communication materials >Campaign logo / image Milieudefensie - Friends of the Earth Netherlands

6. Communication materials >Campaign logo / image >Posters >Action cards >Radio adds Milieudefensie - Friends of the Earth Netherlands

7. Communication materials >Campaign logo / image >Posters >Action cards >Radio adds >Campaign clip Milieudefensie - Friends of the Earth Netherlands

8. Communication materials Show the clip!! Milieudefensie - Friends of the Earth Netherlands

9. Communication materials >Campaign logo / image >Posters >Action cards >Radio adds >Campaign clip >Website / Banners / Twitter Milieudefensie - Friends of the Earth Netherlands

13. Communication materials >Campaign logo / image >Posters >Action cards >Radio adds >Campaign clip >Website / Banners / Twitter >Supermarket tour Milieudefensie - Friends of the Earth Netherlands

16. Communication materials Show the clip!! Milieudefensie - Friends of the Earth Netherlands

17. Communication materials >Campaign logo / image >Posters >Action cards >Radio adds >Campaign clip >Website / Banners / Twitter >Supermarket tour >And... Action! Milieudefensie - Friends of the Earth Netherlands