Super

‘Veggie Love’: PETA’s Banned Super Bowl Ad

According to the mission statement on the People for the Ethical Treatment of Animals (PETA) website,

PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.

What this means is that they produce materials and campaigns that get people, companies and organizations to take note, talk and write about what they are doing.

A recent example is the ‘banned’ Super Bowl commercial, (video above). I don’t think they meant or wanted to have that aired during the Super Bowl. If it did happen, it would have cost PeTA $3 million; or roughly 10% of their operating budget. Not the best use of money as the viewers are likely not their target audience. However, by getting the spot banned, it caused countless news organizations, bloggers and other media types to write about it as well as creating a general hubbub around the spot.

PETA is one of the world’s best marketing organizations and knew exactly what it was doing when they submitted the spot to NBC. They’ve done this before and none of spots have been aired. However, because of the interest, they’ve been viewed millions of times – far more effective than spending $3 million.

The target audience of PETA is actually quite small because when people realize the connection between the treatment of animals and their dinner plate; many cannot deal with that and become quite defensive or are in denial about their food choices. Many never get beyond this point.

Regardless, the PETA campaigns are meant to shock – so they are quite effective. They are probably more effective than mainstream advertising because the effects of their campaigns last in the (emotional) minds of people for years. PETA does piss a lot of people off, including vegetarians, but I don’t know of any vegetarian that would start treating animals poorly or revert to eating animals again because of it. PETA takes the bad with the good.

The good is that they have made someone notice – that’s their first goal. Their second goal is to get people beyond that point. Most will never get beyond the campaign; however, a small percentage will and read further. The third goal is to get people to provide support (money) to carry out their campaigns.

Mainstream marketers can only wish they could have this kind of impact.

Religious

My first meal of 2009; a chocolate smoothie.

I’ve been eating food all of my life – and I’ve been eating a lot of it. Probably a combination of my high metabolism and the amount of physical activity that I do. When I was younger, I didn’t take any notice what kind of food I was eating – as long as it contained calories and was edible – sometimes these were not even factors. I often thought that eating this much and what I ate could not sustain me indefinitely.

When I was in university, I started paying more attention to my diet because of articles that I read and people that I spoke to. At this point, I drastically reduced and then stopped consuming refined sugar and caffeine. I even made an attempt at vegetarianism, but I think it lasted about a week because of the lack of information that I had.

Fast foward to the early part of the 21st century, I read the book Fast Food Nation by Eric Schlosser. Even before I completed the book, I stopped consuming meat because of what I read. I proceeded to read more books that collaborated with the findings in Schlosser’s book. I became vegetarian.

As time went on, I consumed (pun intended) as many books on the topic as I could get my hands on. I also attended a great deal of vegetarian events and potlucks. One of the potlucks provided me with the information to stop eating animal products altogether; this was early in 2005.

At some point in 2005, I met two people, Jeff Rogers and Brendan Brazier, that provided me with some interesting information about a raw food diet. When Jeff first told me about what he ate, I laughed. In the fall of 2005, I attend a raw food potluck. I had such a good experience at that potluck that I started the raw food diet as a test. A day turned into a weekend that turned into months that turned into years. It has been over three years and has worked out well for me. To date, I’ve eaten primarily raw food for over three years.

If I hadn’t tried these things, I wouldn’t probably have changed and my life would have continued down its narrow path. To many, it is not considered a diet, but a lifestyle where the diet is only a part of the whole package. Not only has my diet changed, my outlook on life has also changed in a positive way where I am living in a way that I think I should be living. A religious experience of sorts. Because of these positive changes, I’ve taken it upon myself to promote the diet and lifestyle. I’ve been doing this in Toronto since early 2006.

When I left Toronto in 2008, I wanted to continue the promotion of the lifestyle but wasn’t sure how. I didn’t have the time to do it the same way; nor did I want to do it all over again. That’s when I got the ideal to capture (in images) what I ate for a year (maybe longer) and blog about it. Doing it this way provides for easier access; reaches a greater audience and allows for feedback and interaction among viewers/readers.

With this, I present you with my new pages as listed above, What I Eat and the corresponding Recipes pages. The images are stored on my flickr photo page where you can see higher resolution images. The recipes pages will have links to blog posts where I will include the recipes.

It’s only been a week and a half and I haven’t eaten anything that has been too unhealthy – except for maybe some potato chips. I haven’t had any french fries yet, but that will come – wait for it!

100

A familiar pose. Riding the Revelstoke gondola. Photo by Jae from South Korea.

The number refers to how many days I want to spend on the mountain this season – on skis. I’d also like to take photos. Maybe self-portraits or maybe just of the scenery. I take photos everyday anyway so hopefully this won’t be a bother for me.

The season has gotten off to a slow start so far. The weather has been a bit unusual in the past month. First it was too warm and not enough snow. Then it became too cold when there was an arctic flow of cold air. This caused the temperature to dip to -25c at the peak of Whistler mountain on some days. It was also about -13c in the village on some days. The weather is starting to return to normal now. It’s snowing more frequently and the temperature is almost normal – which should be in the range of zero to -10c on the mountain.

My ski days for December will only be six – not much considering I’ve been in the mountains for the greater part of three weeks. The weather has been a factor – if it had not, my count would probably be 20 by now. I look forward to January and the rest of the season!

My daily photos from the album 100 days on flickr. Click the image to advance to the next image.

Effectiveness

I recently read some articles about the imperative for businesses to become green. It still seems that being green is still a fad among most people and that short term benefits and cost is a major factor – despite the potential savings over the long term.

Being green has been always been a focus for a small segment of the population because of the inherent desire to consume only when necessary, not be wasteful and ultimately save money. If all consumers had these ideals in mind when consuming, we likely would not be in the predicament we find our planet in today.

According to the Stanford Social Innovation Review, the main reasons for low adoption include:

• Lack of Awareness – people claim they do not have enough information
• Negative Perceptions – green products are less effective
• Distrust – people do not trust the message of government and business
• High Prices – people do not understand the long-term benefits
• Low Availability – business do not really want to sell these products

It is a bit of a chicken-and-egg game. However, the Internet is a wealth of knowledge and consumers can find the information with some effort. Consumers must also decide on their own what is right for them rather than wait for the market to decide what is right for them. Otherwise consumers will be at the whim of marketers – the very ones that help put us in the position we find ourselves.

Businesses that take a leadership role in such areas will be rewarded by loyal customers and not have to catch up when the mainstream realizes that being green is better (and essential). Whole Foods Market did this in the 1990s by stocking organic and local produce as well as other environmentally-friendly products. They are now a leader in the grocery business with strong growth by attracting informed customers.

I’ve worked in the retail business for more than 15 years (almost all of my working life) and I’ve seen what attracts customers. In North America, consumers are addicted to cheap stuff – period. We are intent on obtaining the best deal and not necessarily the best value or product. That’s why Wal-Mart is so popular.

Europeans are more concerned with obtaining the best value or product and not necessarily the lowest price. The North American strategy does not retain customers as they will flee once prices are not the lowest. However, the European method retains customers because of the value delivered through a superior product.

Unfortunately, marketers have created this problem because of the short-term pressures. Hopefully they can dig us out of this problem without more consumption. The actual answer is through reduced consumption.

A McKinsey & Company chart that illustrates that perception is very different that what is effective in reality. A surprising point at the first position is driving a more fuel-efficient car; driving less is at the fourth position. However, the biggest and most surprising gap is with eating beef – consuming less is the third most effective action people can take – vegetarians have know this all along.

Pie

For World Vegetarian Day, the Toronto Vegetarian Association held a baking contest – the Totally Fabulous Vegan Bake-off in Grange park in downtown Toronto.

Some of my friends suggested that I enter one of my chocolate cakes or pies in the contest. However, I’m not big on contests or being judged so I didn’t really think about it much at first. However, when I thought more about it, I thought that a pumpkin pie would be good for the time of year. And so I decided to enter a raw pumpkin pie into the contest. I still had my doubts about the contest though. I didn’t decide to go through with it until three days before the event.

I’m still not sure why I entered it – maybe I just wanted strangers to try my creations to see if they liked it – and find out if my friends were telling the truth or just being polite.

The contest was judged by some vegan cooks from Toronto. They were judging on taste, texture, creativity and presentation. When I showed up at the event, I was pretty sure I was going to fail miserably. All of the other desserts looked – fabulous. My pie looks very plain. There was but five pumpkin seeds on top of the pie. I was left with taste, texture and creativity.

Miraculously, my pie was the first runner-up in the pie category. Here’s a slice of a pumpkin pie – but not the pie I entered into the contest. I actually did not take a picture of my pie – but they all look the same.

Here is a selection of the desserts at the Totally Fabulous Vegan Bake-off from my flickr. Click on the large image to advance to the next one.

Square

I notice recently that I’ve been cropping some of my images to a square or 4×5 format. I find that the 3×2 format of 35mm and D-SLR cameras don’t always work for what I’m shooting. I never used to crop my photos because I was framing the subject to fit in the camera viewfinder but it did not work when I viewed it on paper or on the screen.

However, I noticed that when I cropped some of them, it gave them a new life and changed the perspective of the photo. I’m sure I learned why in school, but my brain is like a sieve and I usually forget such minute technical details. I normally would shoot, process the levels and then post – maybe I could not be bothered to crop photos before.

Now that I think about it, why isn’t all film/digital in a more square format? Lenses are round and if film is not, there’s a lot of wasted space. I will guess that it started with some film manufacturing executive fitting into the manufacturing process or something like that. I’m going to a camera show on the weekend so I’m sure some people can let me in on the secret.

Enough talk, here are some pictures. Two of my favorite images, one square, one 4×5. Ironically, both from NY – maybe that’s what changed. Click on either image to jump to my flickr set.

Slideshows of the sets; click on the larger image to advance to the next one.

The 4×5 flickr set:

The square format set:

Pirate

Paul Watson, the founder of the Sea Shepherd Conservation Society being interviewed after a screening of the Dan Stone documentary, At the Edge of the World at the Toronto International Film Festival.

The Sea Shepherd Conservation Society enforces international maritime law under the United Nations World Charter for Nature – despite having no official mandate or authorization to enforce any legislation. They target Japanese vessels that continue to hunt whales despite an international ban. The poachers exploit a loophole that allows killing for scientific research, but the whale meat usually ends up in restaurant kitchens. Sea Shepherd’s goal is to stop the slaughter, even if it requires aggressive actions against the whaling pirates.

Dynasty

Ten years after I first visited Yankee stadium, I returned for a final visit in the last season of the current Yankee Stadium. They will be playing in a new stadium starting in 2009 – also called Yankee Stadiium and the old Yankee Stadium will be demolished.

Although there is a lot of history in the current stadium, it is an old style stadium. The seating is old, the walkways and washrooms are cramped and there are not many amenities. Skydome/Roger’s Centre in Toronto is quite spacious in comparison.What I find most interesting about Yankee Stadium are the fans that visit the games. They are the most lively, boisterous and out-spoken – true New Yorkers. The Yankee fans may taunt you because you’re a Jay fan, etc. but everyone can still be friends because we’re all baseball fans.

I’ll probably go back to visit the stadium before it is demolished but this will probably be my last Yankee game in the House That Ruth Built (or the Stadium, the Big Ballpark in the Bronx, the Cathedral of Baseball).

On a related note, while in NY, I met a guy from Toronto that has the goal of watching every Toronto Blue Jay game in 2008 – at home and on the road. He worked out a deal with his company to work part time – when he was in town. His enthusiasm seem to be waning when I talked to him – but that’s understandable because he has been watching baseball games daily on his own for five months and counting. As Homer Simpson knows, baseball isn’t that exciting most of the time (when sober). Ryan’s website, is Baseball Odyssey – he stopped blogging at the end of June – perhaps that’s when he contracted baseball fatigue.

Here is my Flickr baseball set. Click on the larger image to advance to the next image.

BK

I was rushed for time – I already missed my flight and didn’t want to miss my bus so I opted for some fast food. I had a Burger King BK veggie sandwich – which is not available in Canada. It was pretty good – I think it’s the best veggie burger that I’ve had from a fast food chain so far. It’s more of a ‘garden burger’ which I prefer over the soy ones that resemble beef. I give it a 7.5/10.

Blackout

Five years ago yesterday, it was a Thursday afternoon. I was at the office and it was just past 4:00p; I was on the phone with my girlfriend [at that time] because we were arranging to go to York University to watch the Canadian Open tennis tournament in the evening. During the conversation, the lights, computer and other electrical appliances in the office went dead. I looked out the window and noticed that the subway train below had stopped in its tracks also – I knew something was not right.

Walking home through the streets of Toronto seemed to be a jovial experience. Everyone was talking; traffic was cooperating and nobody seemed to be complaining. I got a free popsicle from a store that was giving them away. I also got some free iced tea and water from a restaurant that had set up a table for all the people walking home.

I ended up having a party for some friends (that could get to my apartment) to eat my frozen food and drink my beer before it got warm. I didn’t care about the beer, but it was a good reason to have a party.

We celebrated the fifth anniversary last night in Toronto with several groups, including: PS Kensington, Critical Mass and Newmindspace that culminated at Spadina and Bloor streets in a street party.

The night started with a spectacular sunset, which set the mood for the party.

Here is my flickr set from the evening. Click on the larger image to advance to the next one.