Temporary Exhibition: Food and Climate Communication

THE FINAL MOO-MENT

What can be seen on the poster?

The 'THE FINAL MOO-MENT', opens with a humorous take on the issue of cattle and their environmental impact, advocating for methane reduction through diet changes.

The core is a storytelling approach, where the retired cow is "relocated to Beanbados", a bizarre, happy, fictional paradise of "beans" with "Barbados." This setting with a "mensa" background, places the message in a university dining. The satire shows the simplicity of solving complex climate issues with a dietary switch, like replacing a cow with a bean. The cow's departure and the bean's arrival emphasize an action-oriented, present-focused solution, countering climate anxiety with hope. The aggressive humor, with statements like "Don't ask about the memories," uses confrontation to emphasize the need for dietary change. The "Problem solved" offers an immediate sense of success. It concludes with a clear call to action: "Try the new plant-based options in Mensa today!" The line," We need to move this stock," adds a relatable, everyday urgency beyond pure environmentalism.

What is special about the communication approach?

The poster combines humour with storytelling to address climate change in the context of nutrition. The satirical portrayal of a cow´s speech gives a lighthearted yet impactful take on how our food choices affect the climate (Kaltenbacher & Drews, 2020). This is amplified by an aggressive tone in phrases like "fart less CO₂," which aims to cut through public apathy and create a sense of urgency that more neutral approaches often miss.(Anderson & Becker, 2018). Through the present-focused narrative of the "Cow's Retirement" and its "relocation to Beanbados," the poster creates an engaging, imaginative story that makes climate change feel personal, reducing psychological distance (Sangalang & Bloomfield, 2018). It focuses on achievable actions, "tasty meals, planet saved", offering a practical solution without moralizing, thus resonating with a wide audience (Morris et al., 2019).

Ultimately creating new climate change narratives in nutrition requires a careful balance of humor and seriousness to avoid trivializing the issue. Satire should deepen discussion, not trivialize the message (Kaltenbacher & Drews, 2020), and visual metaphors or surreal storytelling can make complex topics more relatable (Sangalang & Bloomfield, 2018). Effective communication should empower action by offering practical, achievable steps than relying on fear or moral judgment (Morris et al., 2019).

Reflection

The communication approach of this poster links humor and storytelling, supported by visuals. Humorous narratives can disarm defensiveness and foster emotional engagement, particularly among young audiences (Skurka et al., 2018). The poster’s storyline uses bizarre elements (e.g., a cow at a press podium announcing her departure), maintains a happy tone, and avoids moral judgment. This amoral and playful framing reduces resistance and moral fatigue, which is common in climate change messaging (Boykoff & Osnes, 2019). Research shows that such humour-driven, storytelling-based communication can improve message recall and emotional engagement,  especially among young audiences (Nabi et al., 2007; Skurka et al., 2018). However, research shows that humour and storytelling alone rarely change behavior; they raise awareness and likability but need to be combined with broader interventions, such as changes in food environments or peer modelling, to influence actual dietary choices (Robinson et al., 2014). Thus, the poster effectively grabs attention and shifts attitudes but works best alongside systemic support.

Key information on the poster:

Communication Approach: Storytelling, humor, visuals

Message: This poster holds the message that shifting from animal-based foods to plant-based alternatives, such as legumes and pulses, can significantly reduce greenhouse gas emissions and lessen environmental pressure (Xu et al., 2021). By depicting a cheerful cow celebrating its "retirement," the poster humorously suggests that reducing meat consumption is not a loss, but a step toward a more sustainable future (Poore & Nemecek, 2018; Skurka et al., 2018). Scientific studies have shown that diets rich in plant-based proteins not only mitigate climate change but also support long-term food system resilience (Clark et al., 2019; Poore & Nemecek, 2018).

Target group: The poster targets students and other members of the university community who use the campus cafeteria ("Mensa"), focusing on young adults who frequently buy meals there. Research shows that many students see meat as essential to a healthy diet, with over 60% believing it is necessary and doubting the satisfaction of meatless meals (Wolfson et al., 2025). The poster aims to challenge these norms by reframing a plant-based meal as fun and climate-friendly. This audience is typically more receptive to communication that uses humour, internet culture, and visual storytelling (Skurka et al., 2018). This demographic is crucial for climate communication, as their dietary habits are still forming and can be shaped by sustainability messages (Graham & Abrahamse, 2017).

References

Anderson, A. A., & Becker, A. B. (2018). Not Just Funny After All: Sarcasm as a Catalyst for Public Engagement with Climate Change. Science Communication, 40(4), 524–540.

Boykoff, M., & Osnes, B. (2019). A Laughing matter? Confronting climate change through humor. Political Geography, 68, 154–163.

Clark, M. A., Springmann, M., Hill, J., & Tilman, D. (2019). Multiple health and environmental impacts of foods. Proceedings of the National Academy of Sciences of the United States of America, 116(46), 23357–23362.

Graham, T., & Abrahamse, W. (2017). Communicating the climate impacts of meat consumption: The effect of values and message framing. Global Environmental Change, 44, 98–108.

Kaltenbacher, M., & Drews, S. (2020). An Inconvenient Joke? A Review of Humor in Climate Change Communication. Environmental Communication, 14(6), 717–729.

Morris, B. S., Chrysochou, P., Christensen, J. D., Orquin, J. L., Barraza, J., Zak, P. J., & Mitkidis, P. (2019). Stories vs. facts: triggering emotion and action-taking on climate change. Climatic Change, 154(1-2), 19–36.

Nabi, R. L., Moyer-Gusé, E., & Byrne, S. (2007). All Joking Aside: A Serious Investigation into the Persuasive Effect of Funny Social Issue Messages. Communication Monographs, 74(1), 29–54.

Poore, J., & Nemecek, T. (2018). Reducing food's environmental impacts through producers and consumers. Science (New York, N.Y.), 360(6392), 987–992.

Robinson, E., Thomas, J., Aveyard, P., & Higgs, S. (2014). What everyone else is eating: A systematic review and meta-analysis of the effect of informational eating norms on eating behavior. Journal of the Academy of Nutrition and Dietetics, 114(3), 414–429.

Sangalang, A., & Bloomfield, E. F. (2018). Mother Goose and Mother Nature: Designing Stories to Communicate Information About Climate Change. Communication Studies, 69(5), 583–604.

Skurka, C., Niederdeppe, J., Romero-Canyas, R., & Acup, D. (2018). Pathways of Influence in Emotional Appeals: Benefits and Tradeoffs of Using Fear or Humor to Promote Climate Change-Related Intentions and Risk Perceptions. Journal of Communication, 68(1), 169–193.

Wolfson, J. A., Altema-Johnson, D., Yett, A., Ali, E., Kim, B., Carr, N., Santo, R., Cho, C., Browning, G., & Ramsing, R. (2025). Climate change menu labels in a university cafeteria: Effects on student's diets, perceptions, and attitudes. Appetite, 211, 108001.

Xu, X., Sharma, P., Shu, S., Lin, T.‑S., Ciais, P., Tubiello, F. N., Smith, P., Campbell, N., & Jain, A. K. (2021). Global greenhouse gas emissions from animal-based foods are twice those of plant-based foods. Nature Food, 2(9), 724–732.

Image References
OpenAI. (2025). Cow at press podium with party hat [Digital image]. ChatGPT (AI conversational model).

We are all in the same boat

What can be seen on the poster?

The central element of our poster is photography of a boat. The background is light to draw the viewer’s attention to the boat in the middle. The boat is narrow and long with only one person wearing a hat on it. The rest of the space on the boat is occupied with bowls containing a variety of different fruits and vegetables in several different colours (Hegen, 2023). The title “We are all in the same boat” is written in capital letters above the boat. Below on the left, it is written “Prioritising plant-based foods: Good for you - good for your neighbor - good for the planet”. On the right side a QR-code with the information “Learn more about Planetary Health Diet” is placed.

Communication approach and what is special about it

Our communication approach for this poster relies on visuals and art to engage our target audience. We aim to attract people’s attention through aesthetics (Harvard & Hyvönen, 2023), using a clean and minimalistic design to highlight the central element: a boat filled with fruits and vegetables. This visual focus invites viewers to take a closer look.

The sentence “Prioritizing plant-based foods: Good for you - good for your neighbor - good for the planet” concisely communicates the main message. It highlights the health benefits of a plant-based diet (Willett et al., 2019), appeals to a sense of community (Burke, Ockwell, & Whitmarsh, 2018), and emphasizes the positive impact on the environment (Springmann et al., 2018). This tagline is designed to spark interest and guide viewers toward more detailed information, accessible via the QR code on the right-hand side of the poster.

Reflection

Creating this poster allowed us to reflect on the power of visual storytelling in raising awareness for complex issues like climate change and sustainable diets. We deliberately chose a minimalistic and aesthetic design to avoid overwhelming the viewer and instead invite curiosity. The boat filled with colourful fruits and vegetables served as a strong visual metaphor for shared responsibility and collective action, which is central to the message of the planetary health diet.

One of our key reflections was the importance of emotional engagement. By using the phrase “We are all in the same boat”, we aimed to evoke a sense of solidarity and urgency. We believe this emotional layer strengthens the message and encourages viewers not only to reflect, but to act. Another takeaway was the balance between simplicity and information. While the poster doesn’t provide detailed facts, it gives just enough to spark interest—offering a clear call to action via the QR code. We see this as a strength, as it meets people where they are and encourages further exploration rather than overwhelming them upfront.

Overall, we feel the poster communicates its message effectively by combining symbolism, emotional appeal, and clarity—showing that even small design choices can have a meaningful impact.

Key information on the poster

Communication approach: Visuals, art

Message: Our poster conveys the advantages of the planetary health diet (Willett et al., 2019). This is done by looking at the diet from three perspectives: One’s personal health (“Good for you”) (Willett et al., 2019), social responsibility (“good for your neighbor”) (Burke et al., 2018), and climate aspects (“good for the planet”) (Springmann et al., 2018). However, the last two aspects go hand in hand as “good for your neighbor” is aimed to allude to consequences of climate change that are directly noticeable in one’s personal environment (Reser, 2020). This sense of community regarding climate change is reinforced by the poster’s title “we are all in the same boat”. It plays on the metaphor of collective vulnerability and mutual dependence. In the context of climate change - sea-level rising, extreme weather events, rainfall, and floods (European Commission, 2025) - a boat becomes not only a metaphor but a literal symbol of survival. Our poster suggests that the planetary health diet could be part of the solution to the climate crisis (Karavasiloglou et al., 2024). By referencing the proverb “being in the same boat”, we aim to evoke emotions (Klöckner & Sommer, 2021) and a sense of community in the viewer (Burke et al., 2018). Because as humankind, we are in the same boat and have to take action against climate change altogether (Hormio, 2023).

Target group: This poster targets young adults. According to Bundeszentrum für Ernährung (2025), in Germany, Generation z is a key demographic for future food trends, because eating habits are formed and evolve during adolescence and young adulthood. In Germany, 12.3% of young adults are vegetarian or vegan. This percentage is growing each year, making them a key demographic to target (Bundeszentrum für Ernährung, 2025). However, there is room for growth. In a study of university educated young adults in Germany, only 17% saw vegetarian diets and 18.4% saw veganisms as part of a sustainable diet (Polleau and Biermann, 2021). It is important that this is addressed. According to a study on the dietary greenhouse gas emissions of Bavarian adults, the key barriers to sustainable eating were a high consumption of animal products, gaps between environmental beliefs and actual eating behaviours, and preference for local food over impactful behaviour change (like reducing meat). The solutions to these challenges include promoting a plant-based diet, implementing targeted public awareness and behavioural campaigns (Gimpfl et al., 2025) While communication shapes public understanding, drives behavioral change, and builds support for policies, a one-size-fits-all messaging doesn’t work, and effective outreach must be tailored to reflect audience values and beliefs (Verma et al., 2025). That is why this poster utilises visuals and arts to appeal to young adults’ sense of curiosity, community, and social responsibility to promote the planetary health diet.

References

Burke, M., Ockwell, D., & Whitmarsh, L. (2018). Participatory arts and affective engagement with climate change: The missing link in achieving climate compatible behaviour change? Global Environmental Change, 49, 95-105.

Bundeszentrum für Ernährung (bzfe). Bundeszentrum für Ernährung. (2025). https://www.bzfe.de/essen-und-gesundheit/newsletter-fuer-ernaehrungsfachkraefte/newsletter-01-2025-3/junge-erwachsene-als-treiber-der-ernaehrungstransformation

European Commission (2025). Consequences of climate change. https://climate.ec.europa.eu/climate-change/consequences-climate-change_en

Gimpfl, S., Schwarz, S., Rohm, F., Ohlhaut, N., Röger, C., Senger, M., Kussmann, M., Linseisen, J., & Gedrich, K. (2025). Dietary greenhouse gas emissions and resource use among Bavarian adults: Associations with sociodemographics and food choices. Frontiers in Nutrition, 12, 1542254.

Harvard, J., & Hyvönen, M. (2023). Gateway Visuals: Strategies of Climate Photographers in the Digital Age. Visual Communication Quarterly, 30(4), 221–233.

Hormio, M. (2023). Collective responsibility for climate change. Wiley Interdisciplinary Reviews: Climate Change, 14(2), e830. 

Klöckner, C. A., & Sommer, L. K. (2021). Visual art inspired by climate change—An analysis of audience reactions to 37 artworks presented during 21st UN climate summit in Paris. PloS One, 16(2), e0247331.

Karavasiloglou, N., Thompson, A. S., Pestoni, G., Suter, F., Papier, K., Cassidy, A., & Rohrmann, S. (2024). Emerging EAT‑Lancet planetary health diet is associated with major cardiovascular diseases and all‑cause mortality: A global systematic review and meta‑analysis. BMC Medicine.

Polleau, A., & Biermann, G. (2021). Eat local to save the planet? Contrasting scientific evidence and consumers' perceptions of healthy and environmentally friendly diets. Current Research in Environmental Sustainability, 3, 100054.

Reser, J. P. (2020). The nature, significance, and influence of perceived personal experience of climate change. WIREs Climate Change, 11(5), e668.

Springmann, M., Clark, M., Mason-D’Croz, D., Wiebe, K., Bodirsky, B. L., Lassaletta, L., ... & Scarborough, P. (2018). Options for keeping the food system within environmental limits. Nature, 562(7728), 519–525.

Willett, W., Rockström, J., Loken, B., Springmann, M., Lang, T., Vermeulen, S., ... & Murray, C. J. L. (2019). Food in the Anthropocene: the EAT–Lancet Commission on healthy diets from sustainable food systems. The Lancet, 393(10170), 447–492.

Verma, S., Haile, E., Adu, E., Chaudhry, L. (2025) Public Communication & Perception of Climate Change. Food, Health, and Climate Communication, Summer semester 2025. University of Bayreuth.

Image Reference

Hegen, T. (2023). Floating market series. https://www.tomhegen.com/collections/the-floating-market-series

Schnitzel with Extra CO₂ — No Microwave Needed, the Planet’s Already Cooking!

What can be seen on the poster?

The visual in the poster narrates a story that depicts the behavioural journey of a university student in Kulmbach campus opting for schnitzel even on “Meatless Mondays”, which symbolises a broader pattern of unsustainable dietary choices. The scenes capture the student's initial haste, total rejection of veggie options, and eventual confrontation with the environmental consequences of his actions. The storyline illustrates more than personal behaviour; it reveals a sense of cognitive dissonance and ethical unease that shows societal struggle with sustainable choices (by making visible gap between the student’s meat-eating habits and his environmental values) (Ioannidou et al. 2023; Rothgerber 2020). It also highlights the need for institutional interventions that go beyond the dissemination of information and instead implement emotionally resonant strategies to drive meaningful and climate-responsible action (Piras et al. 2022; Stoll-Kleemann and Schmidt 2017).

What is special about the communication approach?

The strength of this communication strategy lies in its narrative-based design, which fosters self-reflection and demonstrates an emotional connection between abstract climate challenges and individual behaviour, unlike conventional climate messages that often rely on statistical data or fear-based appeals. This approach uses relatable storytelling and moral framing, both of which have been demonstrated to enhance resonance across diverse demographics and ideological groups (Sangalang and Bloomfield 2018). Also, the integration of visual humour has been shown to reduce defensiveness and foster receptivity to climate communication, particularly among resistant audiences (Jones and Peterson 2017).

Reflection

This storytelling and sense of humour approach has significant potential to enhance climate change engagement in audiences, especially the younger ones. By framing climate-friendly diets as socially normative and morally commendable, while maintaining an accessible and humorous tone, the poster leverages identity and emotion to inspire change. This aligns with studies showing that narrative-based communication improves understanding and motivates action more effectively than fact-based messages (Morris et al. 2019).

Key information on the poster

Communication approach: Storytelling, moral framing, visual humour

Message: This poster aims to raise awareness about the connection between climate change, specifically extreme heat and everyday food choices. By highlighting the hidden carbon footprint of commonly consumed dishes like pork schnitzel, it encourages more climate conscious eating habits.

Target group: University students and working professionals aged 20 – 45 years who frequently dine at the University of Bayreuth’s Mensa in Kulmbach. Pork schnitzel, a popular and regularly served dish, is used as a central visual and narrative element to engage the audience emotionally and encourage reflection on their food choices and their climate impact (Jones and Peterson 2017).

References

Ioannidou, Maria; Lesk, Valerie; Stewart-Knox, Barbara; Francis, Kathryn B. (2023): Feeling morally troubled about meat, dairy, egg, and fish consumption: Dissonance reduction strategies among different dietary groups. In Appetite 190, p. 107024.

Jones, Michael D.; Peterson, Holly (2017): Narrative Persuasion and Storytelling as Climate Communication Strategies. In Michael D. Jones, Holly Peterson (Eds.): Oxford Research Encyclopedia of Climate Science: Oxford University Press.

Morris, Brandi S.; Chrysochou, Polymeros; Christensen, Jacob Dalgaard; Orquin, Jacob L.; Barraza, Jorge; Zak, Paul J.; Mitkidis, Panagiotis (2019): Stories vs. facts: triggering emotion and action-taking on climate change. In Climatic Change 154 (1-2), pp. 19–36

Piras, Simone; Righi, Simone; Setti, Marco; Koseoglu, Nazli; Grainger, Matthew J.; Stewart, Gavin B.; Vittuari, Matteo (2022): From social interactions to private environmental behaviours: The case of consumer food waste. In Resources, Conservation and Recycling 176, p. 105952.

Rothgerber, Hank (2020): Meat-related cognitive dissonance: A conceptual framework for understanding how meat eaters reduce negative arousal from eating animals. In Appetite 146, p. 104511.

Sangalang, Angeline; Bloomfield, Emma Frances (2018): Mother Goose and Mother Nature: Designing Stories to Communicate Information About Climate Change. In Communication Studies 69 (5), pp. 583–604.

Stoll-Kleemann, Susanne; Schmidt, Uta Johanna (2017): Reducing meat consumption in developed and transition countries to counter climate change and biodiversity loss: a review of influence factors. In Reg Environ Change 17 (5), pp. 1261–1277. 

Image Reference

www.chatgpt.com

Eat like the future depends on it - Planetary Health Diet

What can be seen on the poster?

The poster highlights a smiling Earth holding a basket of healthy foods, symbolizing both approval and a gentle plea for sustainable choices. A group of students is seen discussing food choices, highlighting social learning and peer influence. Visuals of body organs emphasize that healthy food is good for the body and the planet. The color palette, primarily light green, symbolizes environmental empathy and a call to eat more greens. The storytelling indicates two students in the Mensa of Universität Bayreuth reflecting on how their food choices affect personal health and the environment. They conclude, “Every fork matters,” lifting their forks to affirm that our forks are tools for change.

The fork becomes a central symbol throughout the poster, a metaphor not just for eating, but for making conscious, daily decisions that influence global systems. By connecting a familiar object to a large-scale challenge like climate change, the poster creates a powerful narrative bridge between the personal and the planetary.

The smiling Earth holding the food basket also functions as an emotional appeal. It invites empathy and portrays sustainability not as sacrifice, but as a positive, life-affirming choice. The basket contains recognizable, colorful, whole foods, encouraging identification and feasibility. Additionally, a QR code is embedded in the design, linking viewers to extended content and practical tips, such as sustainable meal ideas and information about the Planetary Health Diet. This adds an interactive element, turning passive viewing into potential action.

What is special about the communication approach?

This poster uses framing theory by embedding the "Planetary Health Diet" within the climate action discourse. Framing shapes perception by emphasizing sustainable eating not only as a dietary choice but also as a climate intervention (Onwezen, 2023).
It avoids guilt-based messaging and instead uses positive visual cues (smiling Earth, healthy organs) and empowerment through narrative. This approach aligns with findings that positive emotions, especially hope and efficacy, are more likely to promote pro-environmental behavior (Zeier et al., 2025; Zelenski & Desrochers, 2021). The use of visual storytelling and peer context resonates with younger audiences, especially in a university setting where peer influence shapes behavior (Duarte, 2010).

Reflection

The communication approach used in the poster, combining framing, storytelling, and visual art, is a powerful way to influence sustainable food choices among university students (Nutbeam, 2000; Ramírez et al., 2019). By using the Planetary Health Diet as a frame, the poster connects personal health with environmental impact, encouraging students to see every meal as a climate action (Cacau et al., 2021).

The narrative of two students discussing food in the university cafeteria makes the message relatable and localized. The visual elements, a smiling Earth, healthy organs, and green color tones, evoke positive emotions like hope and empathy, which research shows are more effective than fear in motivating climate action (Metag, 2020).

This method supports the development of new cultural frames around food that go beyond taste and cost, positioning sustainability as a core value (Matthew C. Nisbet & Todd P. Newman, 2015). It also fosters a sense of personal agency by emphasizing that "your fork is a tool for change," helping students feel empowered to make a difference (Whitmarsh et al., 2012). Overall, this approach promotes climate literacy, emotional engagement, and long-term behavioral change, making it a valuable tool for education and advocacy in the context of planetary health (Wibeck, 2014).

Key information on the poster

Communication approach: Framing, storytelling, visual art

Message: The poster communicates that every food choice we make impacts both our personal health and the planet. Eating sustainably is not just a personal benefit but a responsibility toward the Earth.

Target group: The target audience is health- and climate-conscious university students, specifically within the University of Bayreuth’s Mensa (cafeteria) context. Students are often at a transformative stage of building long-term habits. The poster relates to their food culture by depicting campus dining scenes and highlighting the availability of healthy, affordable options.

References

Cacau, L. T., Carli, E. de, Carvalho, A. M. de, Lotufo, P. A., Moreno, L. A., Bensenor, I. M., & Marchioni, D. M. (2021). Development and Validation of an Index Based on EAT-Lancet Recommendations: The Planetary Health Diet Index. Nutrients, 13(5), 1698.

Duarte, N. (2010). Resonate: Present visual stories that transform audiences. Wiley.

Matthew C. Nisbet, & Todd P. Newman. (2015). Framing, the media, and environmental communication. In The Routledge Handbook of Environment and Communication (pp. 345–358). Routledge.

Metag, J. (2020). Climate change visuals: a review of their effects on cognition, emotion and behaviour. In Research Handbook on Communicating Climate Change. Edward Elgar Publishing.

Nutbeam, D. (2000). Health literacy as a public health goal: a challenge for contemporary health education and communication strategies into the 21st century. Health Promotion International, 15(3), 259–267.

Onwezen, M. C. (2023). Goal-framing theory for sustainable food behaviour: The added value of a moral goal frame across different contexts. Food Quality and Preference, 105, 104758.

Ramírez, A. S., Ramondt, S., van Bogart, K., & Perez-Zuniga, R. (2019). Public Awareness of Air Pollution and Health Threats: Challenges and Opportunities for Communication Strategies To Improve Environmental Health Literacy. Journal of Health Communication, 24(1), 75–83.

Whitmarsh, L., Lorenzoni, I., & O'Neill, S. (2012). Engaging the Public with Climate Change (0th ed.). Routledge.

Wibeck, V. (2014). Enhancing learning, communication and public engagement about climate change – some lessons from recent literature. Environmental Education Research, 20(3), 387–411.

Zeier, P., Lange, F., Rowland, Z., Wessa, M., & Wenzel, M. (2025). A glimmer of hope: Pro-environmental behavior increases positive emotions after confrontation with environmental threat. Journal of Environmental Psychology, 103, 102575.

Zelenski, J. M., & Desrochers, J. E. (2021). Can positive and self-transcendent emotions promote pro-environmental behavior? Current Opinion in Psychology, 42, 31–35.

Your Plate, Your Planet: How Diet Affects Climate Change

What can be seen on the poster?

The poster titled “Your Plate, Your Planet: How Diet Affects Climate Change” is designed to communicate the environmental implications of dietary choices, with a specific emphasis on encouraging the adoption of plant-based diets. The primary target audience of this poster includes the general public, particularly consumers, young adults, students, and environmentally conscious individuals. These groups have been strategically selected due to their influence, openness to behavioral change, and increasing engagement with climate-related issues.

What is special about the communication approach?

The poster “Your Plate, Your Planet: How Diet Affects Climate Change” employs a strategic and impactful communication approach that makes it stand out in sustainability education. Its strength lies in its concise, accessible language, using simple yet powerful phrases such as “Eat wisely, live sustainably, act now” to convey the link between dietary choices and climate change. By contrasting animal-based diets with planetary health diets, the poster effectively simplifies a complex topic and visually communicates environmental impacts in a way that is easy to grasp. One of the poster’s most distinctive features is its motivational framing. Rather than relying on fear-based messaging, it encourages positive individual action, positioning every meal as an opportunity to contribute to climate protection. This aligns with evidence-based communication strategies that prioritize empowerment and solution-oriented engagement—critical for overcoming barriers to behavior change (Moser, 2010). Most importantly, the poster frames food choices within a planetary health perspective, linking personal consumption to global sustainability outcomes. This broad framing resonates with current approaches to climate communication that highlight systemic connections and personal agency (Whitmarsh et al., 2021). In summary, what makes the communication approach of the poster special is its combination of simplicity, visual clarity, emotional engagement, and scientific grounding, all of which work together to influence awareness and behavior effectively.

Reflection

The communication approach of the poster “Your Plate, Your Planet: How Diet Affects Climate Change” holds significant potential for influencing public attitudes and behaviours toward climate-friendly diets. By simplifying complex scientific information into visually engaging and easy-to-understand messages, the poster lowers barriers to comprehension, making climate issues more relatable and actionable for a broad audience. Its persuasive and motivational tone not only informs but also inspires individuals to take personal responsibility, which is crucial for fostering sustainable behavior change. Moreover, the strategic framing, highlighting benefits, emphasizing personal agency, and presenting practical solutions effectively taps into psychological drivers that can motivate behavior. This approach can enhance individual empowerment, encouraging people to see their food choices as meaningful contributions to environmental sustainability. Overall, the communication strategy employed in the poster demonstrates strong potential to raise awareness, shift mindsets, and support long-term shifts toward environmentally sustainable diets.

Key information on the poster

Communication approach: Framing, Visuals

Message: Choosing plant-based diets over animal-based ones helps reduce climate change and promotes a healthier planet.

Target group: The poster titled “Your Plate, Your Planet: How Diet Affects Climate Change” is designed to communicate the environmental implications of dietary choices, with a specific emphasis on encouraging the adoption of plant-based diets. The primary target audience of this poster includes the general public, particularly consumers, young adults, students, and environmentally conscious individuals. These groups have been strategically selected due to their influence, openness to behavioral change, and increasing engagement with climate-related issues.

References

Moser, S. C. (2010). Communicating climate change: History, challenges, process and future directions. WIREs Climate Change, *1*(1), 31–53.

Whitmarsh, L., O'Neill, S., Lorenzoni, I., & Nicholson-Cole, S. (2021). Engaging the public with climate change: Behaviour change and communication. In Oxford Research Encyclopedia of Climate Science.

© UBT

Little Legumes, Lasting Change

What can be seen on the poster?

Our poster title, “Little Legumes, Lasting Change” serves as the first frame students see, conveying the idea that small actions – like choosing tiny legumes – can have a significant impact. Just below, our main frame reads “Legumes – global climate heroes: delicious, impactful, unifying”. By calling legumes “global climate heroes”, we frame them not only as food, but also as agents of environmental change (Mesquita & Carvalho, 2024). Moreover, we emphasize their deliciousness, counteracting the common stereotype that sustainable foods are less tasty. The word “impactful” highlights both the environmental and health benefits of legumes (Kouris-Blazos & Belski, 2016). In addition to these benefits, we wanted to create a personal connection with our target audience. By describing legumes as “unifying,” we frame them as cross-cultural foods that bring together communities from around the world (Sozer et al., 2017). This is visually supported in the lower section of the poster, where colourful images of traditional dishes such as Indian Dal, Hummus, and Latin American Bean Tacos highlight their global reach. Some of the health benefits of legumes are also visualised in the picture on the top section of the poster, which presents a variety of legumes alongside key nutritional advantages. In the centre, a diagram compares the carbon emissions of different protein sources, colour-coded to reflect their environmental impact. The data is adapted from Klimato (2023). Next to the diagram, a short text acts as another frame. It reinforces the cultural connection and directly addresses our audience of international students, aiming to create positive emotions and personal relevance around legumes.

What is special about the communication approach?

The combination of positive framing and engaging visuals is especially powerful, as it aims to reach a culturally diverse audience. As Corner et al. (2015) state, “[m]erely presenting the scientific evidence for climate change is insufficient to increase engagement” (Corner et al., 2015). With this in mind, we chose to frame legumes as climate heroes, focusing on what students might gain, such as a sense of cultural connection and community, rather than on what they might lose, like giving up meat to reduce emissions. At the same time, we acknowledged the link between nutrition and climate change. Therefore, we used visualisation as a strategy to make scientific information more accessible. By illustrating the differences in CO₂ emissions between legumes and animal proteins such as beef or lamb, and reinforcing these contrasts through colour (green vs. red), we aimed to improve the processing speed and clarity of the message (Eberhard, 2023). Because our target group are international students, we also used colourful and vibrant images of traditional legume dishes to evoke positive emotions. These visuals help students connect the message to their own cultural background. In doing so, we attempted to embed climate communication within familiar images, so students might remember the positive impact of legumes when thinking of plant-based meals from their home countries (O’Neill & Smith, 2014).

Reflection

This communication approach demonstrates that effective climate messaging around food should combine scientific accuracy with emotional resonance or cultural relevance. While visuals can attract attention and help convey complex information more efficiently (Eberhard, 2023), framing allows communicators to bridge different perspectives (Guenther et al., 2024), in this case climate change and nutrition. We framed legumes as both delicious and culturally unifying, while also emphasizing their environmental and health benefits. This helps students feel represented, increasing the likelihood of behavioural change. When students recognize that climate-friendly meal choices already exist within their own cultures, they are more likely to feel capable of contributing, enhancing their self-efficacy, which is a key factor in promoting engagement among young people (Corner et al., 2015). Finally, since framing tends to be most effective when it does not come from traditional sources such as newspapers (Li & Su, 2018), our visual and emotional approach has the potential to make a meaningful impact on students’ choices.  

Key information on the poster

Communication approach: Framing, Visualization

Message: Legumes can be considered global climate heroes, as they not only have a significantly lower environmental impact compared to meat, but are also delicious and culturally unifying. As a key ingredient in many traditional dishes around the world, legumes can help students connect with their own culture or discover others, creating a more inclusive and relatable food environment.

Target group: Our target group are international university students. In many parts of the world, such as Asia and the Americas, meat often plays an important role, as can be seen in the Infographic by Statista. However, legumes are also traditional staples in these regions. By highlighting legume-based cultural dishes, like hummus in the Middle East or dal in South Asia, we aim to strengthen the sense of cultural belonging while raising awareness of legumes’ positive environmental effects. These small plants produce up to 57 times fewer greenhouse gas emissions than beef (Mesquita & Carvalho, 2024)

References

Corner, A., Roberts, O., Chiari, S., Völler, S., Mayrhuber, E. S., Mandl, S., & Monson, K. (2015). How do young people engage with climate change? The role of knowledge, values, message framing, and trusted communicators. WIREs Climate Change, 6(5), 523–534.

Eberhard, K. (2023). The effects of visualization on judgment and decision-making: A systematic literature review. Management Review Quarterly, 73(1), 167–214.

Guenther, L., Jörges, S., Mahl, D., & Brüggemann, M. (2024). Framing as a Bridging Concept for Climate Change Communication: A Systematic Review Based on 25 Years of Literature. Communication Research, 51(4), 367–391. 

Kouris-Blazos, A., & Belski, R. (2016). Health benefits of legumes and pulses with a focus on Australian sweet lupins. Asia Pacific Journal of Clinical Nutrition, 25(1). 

Li, N., & Su, L. Y.-F. (2018). Message Framing and Climate Change Communication: A Meta-Analytical Review. Journal of Applied Communications, 102(3).

Mesquita, C., & Carvalho, M. (2024). The carbon footprint of common vegetarian and non-vegetarian meals in Portugal: An estimate, comparison, and analysis. The International Journal of Life Cycle Assessment, 29(12), 2169–2183. 

O’Neill, S. J., & Smith, N. (2014). Climate change and visual imagery. WIREs Climate Change, 5(1), 73–87. 

Sozer, N., Holopainen‐Mantila, U., & Poutanen, K. (2017). Traditional and New Food Uses of Pulses. Cereal Chemistry, 94(1), 66–73.

Image References:

Klimato. (2023). Understanding the Carbon Footprint of Food Ingredients [Infographic]. https://klimato.com/klimato-insights/greenhouse-gas-emission-analysis-of-food-components

Kramer, B. (2021). 10-Minute Black Bean Tacos [Photography]. https://asimplepalate.com/blog/10-minute-black-bean-tacos/

Lichty, M. (2023). Hummus [Photography]. https://www.twopeasandtheirpod.com/hummus/

Statista. (2023). Where the World Eats the Most & Least Meat [Infographic]. https://www.statista.com/chart/16889/total-per-capita-meat-consumption-worldwide/

Zapatka, B. (2020). Rotes Linsen Dal (Indisches Veganes Curry) [Photography]. https://biancazapatka.com/de/rotes-linsen-dal/

© UBT

YOUR PLATE - (Y)OUR FUTURE

What can be seen on the poster?

The poster is composed of several elements (see figure 1). At first glance, our poster exhibits two similar pictures of a person and their plate, which represent the dietary choices of this individual. The right plate is filled with vegetables, representing a plant-based diet as part of the planetary health diet, while the left plate is filled with meat, representing an animal-based diet. The left plate is connected to two main outcomes of an animal-based dietary pattern: the first are environmental damages (environment frame), as shown by the black and white view outside the window of a flood and a drought representing a damaged environment (González et al., 2020). The second are cardiovascular diseases (health frame), as represented by a frowning heart in the hanging picture (Shi et al., 2023). In contrast to that, the right plate shows a green environment with healthy plants and animals outside the window, as well as good cardiovascular health, represented by the healthy and smiling heart in the picture on the wall (Musicus et al., 2022; Tang et al., 2017). Additionally, the title says “YOUR PLATE - (Y)OUR FUTURE" which illustrate the interconnected future of humanity and the planet. On the right bottom side of the poster is a QR code leading to a podcast about the planetary health diet for individuals who are interested in learning more.

What is special about the communication approach?

We have used three main communication approaches including framing (Guenther et al., 2021), storytelling (Sundin et al., 2018), and visualization (Aurambout et al., 2013). The poster combines two frames: health (shown by the heart in the image) and environment (shown by the view outside the window) to highlight the importance of dietary choices for human and environmental health. Since studies showed that students are among the highly concerned groups regarding the environment (Guenther et al., 2021; Salguero et al., 2024). As a result, we chose the “environment frame” to communicate with this audience. Additionally, to reach students who are not activated by the environmental frame we chose the health frame, because this frame has the potential to reach less environmentally alarmed people too (Roser-Renouf, 2014). Furthermore, we used a storytelling approach to make the poster more interactive and pleasant (Sundin et al., 2018). Our image tells the stories of two different paths/futures: one on the left about the negative health and environmental impacts of eating meat, and one on the right about the positive health and environmental impacts of eating vegetables. Moreover, by using the visual communication approach and the contrast element (black/white vs. colors; sad vs. happy), we aimed to make the poster more suitable for the fast-paced environment of Mensa and make it more eye-catching, which increases the probability of attracting attention (Aurambout et al., 2013). Finally, we incorporated a wordplay into the topic by placing the letter “y” in parentheses to illustrate the interconnected future of humanity and the planet.

Reflection

The potential of this approach arises from four main factors. First, there is the combination of the three different communication approaches framing, storytelling and visualization. By combining them, the message of our poster is delivered in different ways and therefore the poster might speak to more people. Second, the poster matches our target group, since the dietary choice is framed both in an environment-related and a health-related way. Third, the poster matches the setting, the Mensa in Kulmbach, where students come to have a break from their studies and eat lunch. In this setting, they would be overwhelmed by complex texts/visualizations and can be better reached by short texts and simple pictures, aligning with their fast-paced dining experience, before then choosing their meal. Fourth, the visualizations on the poster aim at reducing the psychological distance (Jones et al. 2017). In reality the effects of our diet show in a rather indirect way, i.e. a heart attack in the age of 60 (temporarily distant) or an extreme weather event in India (geographically distant). By bringing the diet and its impacts together in one picture, we try to simplify this connection and reduce the geographical and temporal distance. Against this background, our poster has the potential to reduce the meat consumption and increase the vegetable consumption of students dining in the Mensa, which ultimately could improve cardiovascular health as well as environmental health (Musicus et al., 2022; Tang et al., 2017).

Key information on the poster

Communication approach: Framing, Storytelling, Visuals

Message: By choosing meals with meat the long-term health and environmental impacts are negative, whereas the health and environmental effects of meals with vegetables, which are part of the planetary health diet, are positive.

Target group: Our target group are students dining in the Mensa in Kulmbach. The Mensa is a university canteen, where prepared lunch is bought by students, who can choose from omnivore, vegetarian and vegan options. This target group shares a common food culture during the week characterized by limited time and thus by eating food prepared in the Mensa instead of food they themselves prepared at home.

References

Aurambout, J.-P., Sheth, F., Bishop, I., & Pettit, C. (2013). Simplifying Climate Change Communication: An Application of Data Visualisation at the Regional and Local Scale. In A. Moore & I. Drecki (Eds.), Geospatial Visualisation (pp. 119-136). Springer Berlin Heidelberg. 

González, N., Marquès, M., Nadal, M., & Domingo, J. L. (2020). Meat consumption: Which are the current global risks? A review of recent (2010-2020) evidences. Food Res Int, 137, 109341.

Guenther, L., Gaertner, M., & Zeitz, J. (2021). Framing as a Concept for Health Communication: A Systematic Review. Health Communication, 36(7), 891-899.

Jones, C., Hine, D. W. & Marks, A. D. G. (2017). The Future is Now: Reducing Psychological Distance to Increase Public Engagement with Climate Change. Risk analysis : an official publication of the Society for Risk Analysis, 37(2), 331–341.

Musicus, A. A., Wang, D. D., Janiszewski, M., Eshel, G., Blondin, S. A., Willett, W., & Stampfer, M. J. (2022). Health and environmental impacts of plant-rich dietary patterns: a US prospective cohort study. The Lancet Planetary Health, 6(11), e892-e900.

Roser-Renouf, C., Stenhouse, N., Rolfe-Redding, J., Maibach, E. & Leiserowitz, A. (2015). Engaging diverse audiences with climate change: message strategies for Global Warming’s Six Americas. In The Routledge Handbook of Environment and Communication (S. 388–406). Routledge.

Salguero, R. B., Bogueva, D., & Marinova, D. (2024). Australia’s university Generation Z and its concerns about climate change. Sustainable Earth Reviews, 7(1), 8.

Shi, W., Huang, X., Schooling, C. M., & Zhao, J. V. (2023). Red meat consumption, cardiovascular diseases, and diabetes: a systematic review and meta-analysis. Eur Heart J, 44(28), 2626-2635.

Sundin, A., Andersson, K., & Watt, R. (2018). Rethinking communication: integrating storytelling for increased stakeholder engagement in environmental evidence synthesis. Environmental Evidence, 7(1), 6.

Tang, G. Y., Meng, X., Li, Y., Zhao, C. N., Liu, Q., & Li, H. B. (2017). Effects of Vegetables on Cardiovascular Diseases and Related Mechanisms. Nutrients, 9(8).

© UBT

Consuming The Earth - One Bite at a Time

What can be seen on the poster?

The poster portrays a powerful visual message depicting a dinner plate with utensils on a dark background, conveying the gravity and urgency of the climate crisis. At the center of the plate lies a globe, visually split into two symbolic halves. The first half shows the Earth intact, while the second half is burning from the roots of a green tree, with its leaves remaining untouched, symbolizing a stark contrast between destruction and hope. This visual metaphor illustrates how our daily food choices are at the root of ecological damage but also have the potential to support planetary health. The slogans “Our food choices are consuming the planet, the time to change is now” and “Consuming the Earth, One Bite at a Time” reinforce a dual narrative: one of urgency and accountability, the other of empowered individual action. The dark backdrop intensifies the emotional tone and draws focus to the symbolic plate, underscoring that climate solutions start with what we eat. This visual storytelling invites viewers to see dietary change as both necessary and within reach.

What is special about the communication approach?

The poster combines emotional appeal with visual symbolism to deliver a message more impactful than statistics alone. Its “apocalyptic” imagery of Earth being consumed conveys existential threat, but this is balanced by a clear solution: dietary change. Research shows fear alone may not motivate action unless paired with hope and agency (de Lange et al., 2022). Simple, non-threatening visuals enhance engagement without overwhelming (O’Neill & Nicholson-Cole, 2009). “End of the world” narratives make climate threats feel immediate (Bushell et al., 2017), while the “Every Little Helps” frame promotes individual action. However, without visible systemic change, this can leave individuals feeling powerless (Williams & Jaftha, 2020). Together, these frames combine urgency with agency, framing food as a climate issue and offering both motivation and practical pathways for change.

Reflection

This communication approach links planetary crises to daily actions through engaging narratives and visuals, reducing psychological distance and fostering personal accountability (Spence, Poortinga, & Pidgeon, 2012). Conservation research shows that pairing risk with hope sustains engagement, with youth feeling empowered by collective climate action rather than doom alone (de Lange et al., 2022). Inclusive Earth imagery transcends language and literacy barriers, reaching diverse audiences (O’Neill et al., 2013). By framing food as a global climate and moral issue, not just a diet choice, the poster taps into values that motivate young adults. However, emphasizing individual responsibility without institutional accountability can cause apathy or mistrust, highlighting the importance of the Planetary Health Diet supported by global science and institutions (Whitmarsh & Corner, 2017). Ultimately, this framing strengthens climate discourse relevance and the potential for behavior change (Nisbet, 2009).

Key information on the poster

Communication approach: Narratives, Visual Storytelling

Message: Our poster’s message is: “Our dietary choices are harming the planet, and if we do not change what we eat, we risk destroying the Earth.” This cautionary message is grounded in scientific evidence: around 33-35% of human-induced greenhouse gas emissions (GHGs) are linked with the food system (Crippa et al., 2021). Going beyond the doom and gloom, it also promotes the Planetary Health Diet (PHD) as a hopeful solution to prevent this crisis (Li et al., 2024).

Target group: The primary target group for our poster is young adults and students in urban settings who are already aware and concerned about climate change but may not link it with their dietary habits. This group is particularly chosen because of their growing influence as consumers and their openness to lifestyle changes (Jylhä et al., 2023). Late adolescence and early adulthood are critical transitional stages in life, in which people are receptive to significant shifts in values and behavior patterns (Lanham & van der Pols, 2025). By showcasing the Planetary Health Diet, the poster connects to their food culture, which is flexible, globally adaptable, and supports traditional eating while encouraging more plant-based choices (Ludewig, Depa, & Kohlenberg-Müller, 2022). The messaging of the “Every Little Helps” narrative appeals to this group, as they are more likely to be motivated by tangible, everyday actions rather than distant, abstract global goals (Laggana et al., 2025).

Reference

Bushell, S., Buisson, G. S., Workman, M., & Colley, T. (2017). Strategic narratives in climate change: Towards a unifying narrative to address the action gap on climate change. Energy Research & Social Science, 28, 39–49.

Crippa, M., Solazzo, E., Guizzardi, D., Monforti-Ferrario, F., Tubiello, F. N., & Leip, A. (2021). Food systems are responsible for a third of global anthropogenic GHG emissions. Nature Food, 2(3), 198–209.

de Lange, E., Sharkey, W., Castelló y Tickell, S., Migné, J., Underhill, R., & Milner-Gulland, E. J. (2022). Communicating the biodiversity crisis: From “warnings” to positive engagement. Tropical Conservation Science, 15(1).

Freepik. (2025). Split eart globe showing contrast between desert and greenery. https://www.freepik.com/premium-ai-image/split-earth-globe-showing-contrast-desert-greenery_300524158.htm?log-in=google

Jones, M. D., & Peterson, H. (2017). Narrative persuasion and storytelling as climate communication strategies. In Oxford research encyclopedia of climate science. Oxford University Press.

Jylhä, K. M., Ojala, M., Odisho, S., & Riise, A. (2023). Climate-friendly food-choice intentions among emerging adults: Extending the theory of planned behavior with objective ambivalence, climate-change worry and optimism. Frontiers in Psychology, 14, 1178449.

Laggana, S., Williams, S.-J., De Vito, L., McEwen, L., Portus, R., Rissanen, I., Aarnio-Linnanvuori, E., Mansikka-aho, A., Reilly, K., Fahy, F., Dillon, B., Phelan, D., Gnecco, I., Palla, A., Sposito, S., Gopinath, D., & Holmes, A. (2025, March 19). Exploring young people’s attitudes and behaviours in relation to the climate crisis: Insights from an exploratory survey in four European city-regions [Working paper]. University of the West of England. https://www.csap.cam.ac.uk/media/uploads/files/1/catapult-survey-working-paper---v00---20250321.pdf

Lanham, A. R., & van der Pols, J. C. (2025). Toward sustainable diets—Interventions and perceptions among adolescents: A scoping review. Nutrition Reviews, 83(2), e694–e710.

Li, Y., He, P., Shan, Y., Zhang, Q., Guan, D., & Hubacek, K. (2024). Reducing climate change impacts from the global food system through diet shifts. Nature Climate Change, 14, 943–953.

Ludewig, E., Depa, J., & Kohlenberg-Müller, K. (2022). Planetary Health Diet: Promoting a sustainable plant-based diet among adolescents and young adults (part 2). Ernährungs Umschau, 69(6), 82–87.

Moser, S. C. (2016). Reflections on climate change communication research and practice in the second decade of the 21st century: What more is there to say? Wiley Interdisciplinary Reviews: Climate Change, 7(3), 345–369.

Nisbet, M. C. (2009). Communicating climate change: Why frames matter for public engagement. Environment: Science and Policy for Sustainable Development, 51(2), 12–23.

O’Neill, S. J., Boykoff, M., Niemeyer, S., & Day, S. A. (2013). On the use of imagery for climate change engagement. Global Environmental Change, 23(2), 413–421.

Spence, A., Poortinga, W., & Pidgeon, N. (2012). The psychological distance of climate change. Risk Analysis, 32(6), 957–972.

Whitmarsh, L., & Corner, A. (2017). Tools for a new climate conversation: A mixed-methods study of language for public engagement across the political spectrum. Global Environmental Change, 42, 122–135.

Williams, M. N., & Jaftha, B. A. (2020, January 14). Perceptions of powerlessness are negatively associated with taking action on climate change: A preregistered replication [Preprint]. PsyArXiv.