Issue and opponent: In drought-ravaged California, producing one pound of beef requires 1,799 gallons of water. The scale of industrialized beef’s water usage is unsustainable in a water shortage. This action targeted beef but also targeted the apathy of Californians who weren’t making lifestyle changes.
Dilemma Action: Activists created a spoof “subvertising” campaign that suggested that Californians could keep eating beef if they would just “skip showers.” Even well-known vegan, Moby, helped by shooting a spoof video for the action. Activists also staged public actions, including an appearance at a Governor Brown event.
Outcomes: Several media outlets were fooled by the campaign. The action didn’t change the beef industry, but it got a lot of media attention and sparked widespread coverage of the fact that the beef industry takes a major toll on water. It also helped show that people’s actions needed to change. The Yes Men have an ongoing climate action campaign.