The meat and dairy industries bombard Americans daily with aggressive, often-misleading messaging to convince people to consume more animal foods – a tactic discussed at length in Meatonomics. Now, in a refreshing counterpunch, advocacy group Animal Protection & Rescue League (APRL) has launched two “GO VEGAN” billboards next to a busy freeway in Los Angeles. It’s not cheap to design, create and run them – $13,500 for the first month, to be exact, but the economics make sense.
Together, the billboards are getting two million impressions per week – or eight million impressions over their four-week run. That’s about $0.002 per impression, or less than 1/35th the cost of vegan literature (which runs $60 per 1,000 fliers). While a flier in hand might provide a more detailed message than a “GO VEGAN” slogan glimpsed in passing, advertising lore says a message must reach a viewer nine times before it pays off. Thus, by subjecting commuters to repetitive views, these billboards could help nudge many toward veganism.
True, they’re not cheap. But anyone who likes the message and wants to help promote it can pitch in. If you’d like to donate, feel free to visit APRL’s local website and click on the donate button.