Crisis scenario
Bello is a beloved dog. Behind every piece of meat in the fridge lies an animal. How can Bello the dog help to bring the slaughter of livestock into the consciousness of consumers so that meat gets the attention it deserves?

Project
I have researched on the current problematic situation of meat consumption and its consequences. In order to find an approach to an enhanced appreciation, I focused on the issue of the slaughter of livestock. During my research, I observed the slaughtering process at a slaughterhouse to gain a personal impression. In the cause of this I realized that this specific topic is very affected by emotions and evoke a natural defence reaction. The images of a slaughter engender negative feelings that people generally do not like to expose to themself. On the other hand stands the enjoyment of meat, which often is perceived positively. The fact that this pleasure cannot be enjoyed without slaughter is often suppressed.

To make this suppression clear to consumers, I developed Why not Dogs?. The demonstrative design, which was inspired by graphs of livestock and the muscle structure of dogs, appeals to people and often provokes a reaction to this design. Therefor the goal of the product is achieved: to think and perhaps reflect on the interplay between slaughter and meat consumption without any major discomfort or rejection. “Why is this so weird for me? Dogs can be seen in public and they are considered to be man’s best friend. Why do I treat one animal like my best friend and look away at another? Why don’t we eat dogs?”.

I hope to increase the awareness of people for the meaning of meat consumption and in the bigger picture try to improve the animal welfare therein.