« EU's farm animals produce more emissions than cars and vans combined» , Fiona Harvey, environment correspondent - The Guardian.
As beef consumers, we know how difficult it can be to reduce your meat intake and how addictive it can be. That is why the deviated object is a pack of cigarettes. The analogy between cigarettes and meat takes on its full meaning with cultural addiction and the environmental consequences they cause.
The awareness campaign is aimed at French people since today only 33% of them have decided to reduce their meat consumption because of its environmental impact. The focus of the campaign is beef, because it is the one whose production has the most impact on the environment.