Kind regards for STS: Less meat consumption is more

To encourage the population to consume meat in a moderate and conscious way, the Zurich agency Freundliche Grüsse has developed a campaign with a Jöö effect for the Swiss Animal Protection STS.

Freundliche Grüsse für STS

The Swiss Animal Protection STS is the umbrella organization for animal protection in Switzerland. In addition to many areas of activity, raising awareness about meat consumption is one of its main tasks. For this purpose, the STS has its own landing page For-more-animal-welfare.ch is switched on.

It is not a question of forbidding the population to eat meat, but to consume meat as consciously as possible. In short: if meat is to be eaten, then it should come from animal husbandry that is appropriate to the species. It is therefore important to keep a healthy balance, because without excessive consumption, there is no need to produce excessive amounts of meat. This also benefits animal welfare.

Together with Freundliche Grüsse, a campaign was therefore developed that addresses the issue in a sympathetic way. With witty animal illustrations by Australian artist Penny Min Ferguson and messages that hit the zeitgeist. Nowadays, everyone likes to go through life consciously, flexibly, and balanced - so why not do the same with meat consumption?

The campaign is supported by several partner organizations and can be seen as OOH and DOOH posters in various Swiss cities since mid-February. In addition, the subjects are played out on various social media platforms.


Responsible at STS: Stefan Flückiger. Responsible at Friendly regards: Pascal Deville, Samuel Textor (overall responsibility), Christian Stüdi (text), Norihito Iida (art direction), Laura Leuenberger (graphics), Alessandra Di Giorgi (consulting), Roberto De Bonis (social media), Penny Min Ferguson (illustrations).

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