Meat Free Monday og Danske børnefamilier

Sophie van Moorselaar, Siw Petersen, Nadia Christiansen, Cecilie Kruse Smith & Caroline Thaysen

Studenteropgave: Semesterprojekt


This paper consists of a target market analysis concerning meat consumption reduc- tion in everyday life by raising awareness to the organization Meat Free Monday. The organization encourages people to have a weekly meat free day as a way to improve one’s health, help the planet and care for the animals. In this study, a new visual identi- ty was created for the Danish branch of Meat Free Monday, including media products such as an improved website and a new Instagram profile, in an effort to optimize their digital communication as a way to impact more people. The target group consists of families with children from age three to ten years old. This specific group is chosen on the basis that young children are more likely to adapt their parents’ (eating) habits. Parents can positively affect their children by introducing them to meat free meals and passing on these habits. Among the selected target group, four interviews were conducted. These families were questioned about their eating habits and the importance of meat in their meals. They were also introduced to the newly developed media products, and were able to review and comment on them. To analyze the interviews, three different approaches are applied - the sense-making approach and the lifeworld concept as a way to un- derstand the families’ reasonings better, and reception theory as a way to test the products and use the given feedback in the optimization of them. Based on the research, it is concluded that the majority of the interviewees are open-minded to incorporating a weekly meat free day but that in order for them to actually do so, they need reminders and more inspiration. For more people to use the media platforms and make their Mondays meat free, it needs to be as easy as possible.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato29 maj 2016
VejledereMaria Bee Christensen-Strynø


  • Målgruppeanalyse
  • Kødfrie Børnefamilier