Stronger Than Your Prejudice

PETA, in collaboration with global social-first agency SAMY, has launched “Stronger Than Your Prejudice”, a new social campaign designed to challenge perceptions linking meat consumption with masculinity, strength and sexual performance.
The 30-second films, Karate, Fencers and Cowboy, use humour to subvert masculine archetypes: A Dirty Harry-style Western shoot-out, a fencing bout and a karate dojo, in which a vegan combatant comes out on top in each.
Created to engage men aged 35–50, the tongue-in-cheek campaign responds to research from PETA around plant-based diets improving cardiovascular health, circulation and particularly, giving 13.5% firmer and five times longer-lasting erections.
At the same time, research conducted as part of the campaign found that 75% of men would consider reducing or removing meat from their diets, as social stigma and fear of judgment act as major barriers to change.
The campaign was directed by BICEPS and produced by Contrario
“Strength is not defined by outdated stereotypes. A plant-based diet supports both health and performance,” said Mimi Bekhechi, President of PETA.
Santiago Lucero, Global CCO of SAMY said: “Making brands matter requires cultural relevance,”. “When a brand understands the symbolic tension within its audience and responds in a way that feels native to culture, it earns attention and drives real behavioral change.”