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A billboard campaign in Los Angeles is getting a lot of attention, thanks to an unexpected surprise. A billboard campaign in Los Angeles is getting a lot of attention, thanks to an unexpected surprise. The billboards feature the toll-free number 866-HATE-VEGANS, which connects callers to someone who talks about the benefits of a vegan lifestyle. Created by Eat Differently, the campaign is designed to make promoting veganism both fun and engaging.
These billboards, which mimic personal injury lawyer ads, are intended to catch the eye in a city filled with similar advertisements. Lori Amos, a strategist with Eat Differently and a long-time vegan, tells LAIST that their familiarity is what makes these ads so effective. Amos mentioned they're trying to capture the current spirit with what are known as 'ambulance chaser' ads. She pointed out that these ads are all over Los Angeles, proving their effectiveness in catching people's attention.
Besides the billboards, the campaign also includes ads on streaming music and TV platforms. The fictional law firm featured in the ads solicits cases from those claiming to be victims of "vegan zealots." The campaign kicked off in Los Angeles and aims to expand to other cities soon.
Amos noted that the campaign's look is inspired by the popular TV show 'Better Call Saul.' Since the campaign launched earlier this month, the toll-free number has received around 100 calls daily. Callers are greeted first with a recorded message highlighting the health benefits and other advantages of veganism. They are then connected to Amos, who answers as many calls as she can.
Amos described the humorous and hyperbolic nature of the ads as a way to make the message more engaging. "Most people get the joke … it makes it funnier, by way of being kind of a hyperbole," she told the platforms. Callers often laugh when they hear the message, leading to conversations about veganism and the motivations behind the campaign.
The goal of the campaign is to start small, encouraging people to learn more about veganism, try vegan restaurants, or cook plant-based meals at home. "This is just a way for us to have the conversations," Amos said. "We don't want to be a judgy vegan. One of the best ways to do that is through humor."
As the campaign continues to gain traction, it exemplifies how creativity and humor can effectively convey important messages. The unexpected approach of using a fictional law firm to promote veganism is opening up new avenues for discussion and awareness in Los Angeles and potentially beyond.
