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Animal Welfare Action Lab — Meat Reduction and Elimination Messaging Study

Organization Name 
Award Date 
Grant Amount 
To support a study on the impact of meat reduction messaging on animal product consumption.
Topic (focus area) 

Published: August 2017
Grant investigator: Lewis Bollard

This page was reviewed but not written by the grant investigator. Animal Welfare Action Lab and Reducetarian Foundation staff also reviewed this page prior to publication.

The Open Philanthropy Project recommended a grant of $79,100 to the Animal Welfare Action Lab (AWAL) via the Reducetarian Foundation to support a multi-wave study analyzing the impact of meat reduction and elimination messaging on self-reported animal product consumption. The funded study will replicate and improve upon an earlier multi-wave study by AWAL, which found that participants who read a persuasive news article about the rise of people eating less meat later self-reported eating less meat compared to the control group.1 Our Program Officer for Farm Animal Welfare, Lewis Bollard, considers the research team for this project strong and is excited to see several methodology improvements upon the original study, including: a more representative sample through the use of YouGov, a larger sample size (N=4,000 compared to N=2,685 in the original), and the potential to fund a third-wave component analyzing whether any effect endures after two months. The funds for this grant will primarily cover costs associated with the use of YouGov.

This is a discretionary grant.

Update: In July 2018, we added $20,550 to the original award amount. The “grant amount” above has been updated to reflect this.


Macdonald, Caldwell and Boese 2016Source
  • 1.

    “…We find that both the reduce and eliminate appeals led to significant reductions in self-reported meat consumption five weeks after treatment exposure, on the order of 7.1% and 5.8%, respectively.” Macdonald, Caldwell and Boese 2016