How to build a behaviour changing campaign

How do you get a country moving? How do you encourage people to change their behaviour? Isabel Boerdam, also known as De Hippe Vegetariër, did it with her Week Without Meat. How did she set up this huge campaign and what is involved? How do you turn an idea into a reality? During a lunch lecture - of course with vegetarian dishes - Isabel shares her story and there is plenty of room for questions.