project 3

Meat or breath - a controversial marketing slogan*

Purpose and Use of the Slogan

Meat or breath (Polish: oddech lub życie) is a marketing slogan I created. It refers to research and public beliefs indicating a link between meat production and greenhouse gas emissions. The word breath is used both literally—as a vital function—and metaphorically, as a symbol of comfort and safety (as in the expression to catch one’s breath). Its provocative nature, confronting the audience with a choice between life (or life comfort) and meat, is intended to draw attention to the impact of the livestock industry on humans and the world around them. The use of hyperbole emphasizes the threats to human comfort, health, and life caused by excessive greenhouse gas concentrations in the atmosphere.

Not everyone is concerned about animal welfare (a common argument used by advocates of reducing or ending animal farming), which is why the slogan does not refer to the ethics of livestock production. Instead, it aims to reach the recipient directly—the human being—whose life may be affected by the greenhouse effect. The slogan is short, memorable, and, due to its structure and similar letter arrangement in English, visually striking when displayed in written form, for example on billboards.

The slogan may be used in campaigns raising awareness about the impact of greenhouse gases and animal agriculture. Its controversial nature may spark curiosity even among opponents of environmentalism—because even if someone reacts with “what nonsense,” they still notice the issue and may begin exploring it, for example by engaging with thematic social media profiles or debating supporters of the viewpoint.

The Impact of the Greenhouse Effect on Humans in the Context of the Slogan

The greenhouse effect (the concentration of greenhouse gases in the atmosphere) has negative consequences for humans and the natural world. For people, this means more heatwaves, which increase the frequency of heat strokes, wildfires, and droughts—leading to losses in food production and rising food prices. In some regions, floods and extreme weather events such as tornadoes may also occur, as well as the melting of ice sheets, which disrupts ecosystems and animal life in polar areas.

It is estimated that the global livestock sector is responsible for 12% to 19% of all human‑caused greenhouse gas emissions. The livestock sector as a whole—including cattle, pigs, and other animals raised for meat, as well as feed production—accounts for 57% of all emissions related to food production. Of the remaining emissions, 29% come from crop cultivation, and the rest is associated with other forms of land use, such as cotton or rubber production.

Methane emitted by cows and sheep has 28 times the warming potential of carbon dioxide (CO₂). Additionally, transporting cattle and sheep requires significantly more fuel than transporting plant‑based food, contributing to higher CO₂ emissions. Advocates of organic farming and reduced or eliminated meat production also point to nitrous oxide present in cattle manure and fertilizers (raising the question of how organic crops should be fertilized, given their lower yields compared to conventional agriculture). Nitrous oxide has 265 times the warming potential of CO₂, which is often criticized as the main driver of global temperature rise. Animal farming also raises ethical concerns regarding animal welfare.

Sources (accessed 06 January 2026):

https://www.iatp.org/roasting-the-planet

https://sites.psu.edu/azacivicblog/2025/04/04/carbon-footprint-of-the-meat-industry/

https://science.nasa.gov/climate-change/effects/

* The slogan does not represent the author’s ecological, industrial, or ideological views.

Business plan for dietary coaching
(project in English)

An English-language business plan for a sole proprietorship providing weight loss coaching services.

The article includes:

• business description
• SWOT analysis
• market analysis
• financial analysis
• sustainability and expansion strategy

project 2

The marketing strategies I practice are based on the concept of User Centered Design (UCD) and User Experience (UX). Projects typically rely on market research to reach the needs and expectations of potential customers. In the design process, I consider not only the expectations of the audience but also those of other stakeholders.

This section contains examples of the results of the projects I have completed
business plans, SWOT analyses, e-commerce, online marketing campaigns, and marketing slogans.

To learn more about the specific marketing tools and others that I use in my design process,
I invite you to visit the site

Strategic marketing

project 1

I feel green

(persona, logo analysis, SWOT analysis, Facebook marketing campaign for a restaurant & catering)

Presentation of a marketing project for a restaurant & catering service offering fit and vegetarian dishes. The plan was created based on UX/UCD concepts. The project was developed as a collaborative effort. The following presentation contains content solely authored by me.

Authored content of the presentation:

• sample persona built on the empathy map
• logo analysis
• SWOT analysis along with solutions to threats
• detailed design of a Facebook fan page
• CTA and QR code for the fan page
• sample marketing posts on social media

*The English version will be available soon. Until then, please feel free to explore the Polish edition or take a look at my other projects.*

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