Zero Means Zero

Round Table for Responsible Soy
Zero Means Zero campaign
Campaign planning, design, animation, copywriting, social media

The Round Table on Responsible Soy is a civil organisation that promotes the responsible production, processing and trading of soy on a global level.

Soy is one of the world's most important food crops, used as an ingredient in millions of food and lifestyle products. But most of it is used as a feed for animals. When produced unsustainably, soy is one of the major causes of destruction of rainforests, prairies and savannahs. Destruction can happen both legally and illegally.

This means we can lose these precious ecosystems forever and gases that are fueling climate emergency are released. It doesn’t have to be this way though.  

The mission of the Round Table on Responsible Soy (RTRS) is to ensure that soy is produced in a responsible manner, to reduce social and environmental impacts, while maintaining or improving the economic status for producers.

Creative Concern worked with RTRS to launch the ‘Zero Means Zero’ campaign, targeted at European countries with the aim of raising awareness of the importance of supporting fully verified, sustainable soy to help brands avoid both legal and illegal deforestation. The RTRS production standard guarantees zero deforestation, zero conversion of any natural vegetation or workers’ rights violations, even when legal frameworks of a country permit it.

Zero deforestation. Zero conversion. Zero habitat loss. Zero Means Zero.

To amplify the Zero Means Zero message, Creative Concern created a series of simple adverts, posters and animations, which were promoted as social media adverts and shared throughout the RTRS stakeholder network.

#ZeroMeansZero


 

The campaign style was anchored around the employment of a 'Z' which acts as a graphic device to showcase both sides of the story. Carefully selected imagery displays natural landscape alongside working, farmland areas. Partnered with tailored messaging with the aim of highlighting the bigger picture, this campaign look and feel equiped RTRS with a punchy platform on which it could aim awareness on this important and timely message.