Right To Protein

#ProteinWeek2021

Ask most people in India whether protein matters and they'll say yes. Ask how much they need, or which foods actually deliver it, and the answers get vague fast. Right To Protein calls this the Protein Paradox, and it's a tricky thing to campaign against, because almost nobody thinks it applies to them. For National Protein Week 2021 the job was to get people to look at their own plate and notice a gap they'd never seen.

Right To Protein gave the week a clear spine, a Quality Protein Hall of Fame of seven complete sources: eggs, paneer, soy, tofu, quinoa, chicken and salmon. Working on the concept with the team, the idea was to turn that list into dinner. People skim a list of foods, but they save a recipe. So the videos and copy moved the message into the kitchen, and I led the copy across the campaign, from the video concepts and captions to the influencer tweets, keeping the nutrition accurate while making it sound like something you'd make on a weeknight.

Digvijay's high-protein wrap shows it best. Eggs and soy are on camera, the rest of the Hall of Fame shows up as easy swaps, and I wrote the caption to land on a small win rather than homework: "my protein intake is in check now!" The post drew over 10,500 likes, and its 178 comments were full of people asking how to make it, what to use instead of eggs, and what went into the gravy. That's the result an awareness campaign hopes for: people stop being told about protein and start planning a meal around it.