LIKE-A-PRO | Beyond choice behavioural pilot factsheet. Using communication to encourage alternative protein engagement

This factsheet presents the LIKE-A-PRO beyond choice pilot, which tested how different communication approaches can encourage engagement with alternative proteins. A three-week social media campaign was implemented in the Netherlands, Denmark and Spain using different health- and sustainability-related message frames. The campaign reached more than 37,000 people, generated 1,663 clicks and led to 487 recipe downloads. Positive, gain-framed messages performed most consistently, while more negative or pressure-based messages could create resistance. Results also varied across countries, highlighting the importance of adapting communication to local contexts. The pilot shows that positive, practical and culturally relevant communication can stimulate initial engagement, but lasting behaviour change requires supportive food environments and opportunities for repeated action.