PLANT-BASED - A guide to a more sustainable lifestyle
An Online Magazine
12.08.2024
By Josefa-Lisa Michel
Supervisor: Dr. Anna-Maria Walter
Although Japan is one of the leading economies worldwide and accordingly has a high CO2- footprint of 1.05 billon tons per year, there is still a lack of environmental awareness among the Japanese population. One effective way of reducing greenhouse gas emissions is by reducing the consumption of meat and fish, as food production, processing, and consumption contribute to about 30% of human-caused climate emissions. Therefore, my final project aimed to encourage individuals in Tokyo to reduce their consumption of animal products, while simultaneously increasing their awareness of how their food choices impact the environment and animal welfare.
The project took the form of a compact 18-page downloadable magazine. It covers topics such as the definition of veganism, the environmental benefits of a predominantly plant-based diet, as well as its positive effects on animal welfare and human health. Practical guidance is provided on transitioning to a plant-based lifestyle, including recipes, shopping guides, recommendations for vegan- friendly and sustainable cafés in Tokyo as well as further recourses. Additionally, the magazine touches upon health and beauty aspects, which are particularly popular in Japan, as well as plant-based celebrities, to broaden its appeal. To maximize information within the limited space, QR-codes linking to additional resources are included throughout. To reach a wider audience, the magazine is bilingual, featuring content in both English and Japanese. Cards with a QR-code leading to the download page of the magazine are being distributed at vegan-friendly cafés in Tokyo.
Link to the download page: https://www.summernightdream.com/post/plant-based-a-guide-to-a-more-sustainable-lifestyle
