Vegetarian Society: How to make a small budget hit where it hurts

Case study shows how the society repositioned itself on a small budget in 1995. Aim was to establish itself as a brand and attract new members particularly amongst the young. Using press - Marie Claire, The Big Issue and a poster campaign membership enquiries and media coverage was generated. Despite fees going up by 30% membership rose by 10%. Fewer people thought of the Society as 'fringe/hippy' and attitudes towards vegetarianism were more positive