Humane World for Animals has spent more than 70 years fighting animal cruelty around the world. They wanted to spotlight one of the simplest ways people can help animals every day: the food they eat.
So we created Beansday, a weekly ritual encouraging people to swap meat for beans every Wednesday. Rather than leading with guilt or sacrifice, we made the behavior change fun, positive, and easy to participate in. To launch it, we found the perfect spokesperson: Kevin Bacon, temporarily rebranded as Kevin Bean. We created a custom bean suit, set off real bean fireworks, and unleashed some serious bean energy across the internet, turning a simple food swap into a memorable movement for animals.
PR KITS / MERCH
