ACTIVISM GROUP USES BILLBOARDS TO EDUCATE CROWD AT NATHAN’S FAMOUS HOTDOG CONTEST {Edu-Activism}
Every year since the early 1970s on the 4th of July, the “Nathan’s Famous” Coney Island hotdog eating contest has been held to much fanfare. Since the mid 2000s, it’s been sanctioned by Major League Eating (yes, that’s a thing), and the contest receives internatational live coverage on ESPN, “recognized for its power as a marketing tool.” Though there has been at least one disruption in recent years from a solo animal-welfare activist, the opportunity to educate the crowd in a non-shameful way has thusfar has been missed. This idea attempts to invite spectators and press to consider “Who are in these hotdogs?” by way of billboards and/or billboard vehicles parked near the location, each with a compelling message and a QR code that links to a site with more facts on what these animals go through and how hot dogs are produced. The messaging would be neutral, non-judgmental. The campaign would seek instead to simply inform spectators and let them judge on their own whether this activity feels right. One of many ways to go could be to buy any available outdoor media in the vicinity and fill the spaces with images of cows in real farm conditions, with simple messages such as:
