PLANT-INDUSTRY EXECUTIVE TELLS ANIMAL-INDUSTRY EXECUTIVES “I LOVE YOU, WE NEED YOU” / {Paid & Earned Media}
{Sample script below}. One executive fears losing status or profit. The other fears losing the planet if we don’t change our collective behavior. Fear is fear. We’re one collective mind making all this madness happen. Fighting another doesn’t work. It makes more divisiveness. More fear. More of the same. It may seem counter-intuitive, but this can only be curbed by cultivating our own inner peace. By practicing radical and unconditional “quantum forgiveness” of all apparent “wrong doing” out there, via understanding it’s all a projection of our own fear. By realizing that underneath tribal identities and insecurities creating separation, we have unity. We came to this world to learn and practice kind regard to all. We believe brands can help normalize this truth. Here is a script for a brave executive with a plant-based company. Let’s put it out there and let it work its magic.
LOVE FROM FEAR :90
{THE FOLLOWING IS WRITTEN FOR PRETTY MUCH ANY COMPANY THAT REFRAINS FROM USING ANIMALS IN THE SUPPLY CHAIN. IT IS ONLY AN EXAMPLE. WE WOULD TAILOR THE MESSAGE FOR THE PARTICULAR EXECUTIVE FEATURED.}
OPEN ON OUR “PLANT-BASED EXECUTIVE” ON A SET OR LOCATION (POSSIBLY CONCEPTUAL). HE OR SHE IS HOLDING A LETTER, AND BEGINS TO READ IT, STRAIGHT FROM THE HEART. EXECUTIVE:
“Dear executives of the meat, dairy, seafood, fur, leather and egg industries. My name is ___(name)____ of ___(name of company)____. I do not think I’m better than you. I’m not trying to take your business. I’m not your enemy. What I am is afraid. Afraid of what’s happening to the planet. Afraid I’ll be haunted for the rest of my life by what’s happening in our oceans and in countless farms, factories, dairies and laboratories across the planet. And I’m afraid I’m not doing enough.”
FOR A MOMENT, PERHAPS HE OR SHE LOOKS UP FROM THE LETTER THEY’RE HOLDING AND RECOMPOSES. TAKES A BREATH. EXECUTIVE CONTINUES:
“Maybe you’re afraid too. Maybe you’re afraid the plant-based movement is going to undermine your profits. Maybe you’re afraid of what might happen once animal and environmental law comes current. Only you know. But here’s what I know. I know we’re both capable of using the opposite of fear to the benefit of all. I envision massive success for animal-industry companies that open themselves to change. I want you to be one of those stories. The question is, beyond material success, what do you really love? If not animals, is it family? Your legacy? Let’s find that love. Let’s leverage it. We can’t make any of the urgent change we need without you.”
THE EXECUTIVE LOOKS UP FROM THE LETTER THEY’RE HOLDING AND LOOKS INTO CAMERA. THIS IS NOT POLISHED. THIS IS REAL. IF THERE’S A TEAR IN THE EYE OR OBVIOUS NERVES FROM THE VULNERABILITY, GREAT. WE KEEP IT AUTHENTIC. EXECUTIVE:
“No, I don’t hate you. I love you. Let’s work together. Thank you.”
WE FADE TO BLACK, AND THEN A QR CODE APPEARS ON SCREEN THAT WOULD LEAD TO THE PLANT-INDUSTRY EXECUTIVE’S EMAIL ADDRESS (OR OTHER CONTACT FORM). AND THAT’S IT. NO LOGO. JUST THIS MESSAGE WITH ONE BRAND-NAME MENTION IN IT. AND INFINITE SINCERITY.
