Not indifferent!
WWF Austria
Advertisement / Campaign
The WWF has set itself the goal of launching an awareness campaign in 2019 to make people aware that meat consumption requires a personal decision. With the title “Fleisch ist mir nicht Wurscht” (“Meat is not sausage to me”) Büro X has developed a testimonial campaign that sums up this attitude.
The slogan doesn’t make sense? Here’s the breakdown: “Wurst” is german for sausage as well as part of the expression “Ist mir Wurst” which translates to: I don’t care. The campaign takes these two meanings and combines them into “Fleisch ist mir nicht Wurst”, which in a broader meaning translates to: I’m not indifferent about the origin of my meat and my meat consumption.
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