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Food Election campaign

As a means of promoting local fresh food, separating it and branding it clearer against factory-processed and fast-food. I suggest a fictional "political campaign" with posters, information from both sides, debates and an election.

Photo of Johan Löfström
20 17

Written by

Ad campaign, "mockup-debates" that looks like contenders running head to head in a fictional political election. Where the "party" of the locally-produced and organically-grown fresh and healthy food can make an ironic, ugly, "smear-campaign" against competitors. See the film "Wag the Dog" for understanding my inspiration.

This is educational promotion for local fresh food, separating it from and branding it clearer against factory-processed and fast-food with internationally sourced ingredients and artificial preservating additives,

It is well documented that we do not know about effects from most of the different types of food additives, colouring agents, artifical flavours and manipulated sugars, corn syrup and trans fats in fast food and in factory-processed ready-made-dinners.

We need to highlight science and examinations that have been done, see for instance : http://www.feingold.org
And then clarify it to people in simple language so anyone can understand.
There are reasons to be cautious about what doctors call "Cocktail effect". There is lots of research done, that is not general knowledge to every person. Food and drug administrative departments of our governments are big ships to turn around slowly.
And perhaps most importantly : dietary recommendations are not at all sufficient for pregnant young women.

Some more details:
So lets create a campaign that mimics a presidential election. But we manufacture both sides ads *ironically* with a little humourous twist, to make people think more about what is in the food that they eat. And how it differes in quality and ingredients and "reality". All the "cheap" additives have a hidden cost : the risks, that you might become unhealthy some day.

The ads should lead the viewers towards reading a blog where they can find lots of links to different research papers and links to medical science that show effects of unhealthy diets. We would not demand that all people reads all the science papers, but only show that they exist, categorize them, write reviews and short summarized papers, in very simple language, similar to "Readers Digest". Only so the large mass can grasp the general ideas that is behind scientific facts. To make it possible for people to search and "bust some old stubborn myths" that are involved around food and ingredients.

Finance this campaign with parts of the food tax suggested in other concepts. Involve local standup-comedians and script writers to write the jokes.

Local ad agencies can donate some time to produce these posters. Or enlist art schools to make them. The students can at the same time do research on propaganda posters in art history lessons.
We can crowdsource web forums like http://www.wreckamovie.com to make lowbudget filmmakers donate some of their time to create TV-ads. Or there are a couple of related concept proposals here that suggest setting up some competitions for people to make their own food-publicity-ads. (see the list in the right margin)
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It is just another of those promotion campaigns. but with educational twist, see comments below. And feel free to join the discussion to enhance the concept.
edit 29th of April, thanks for the comments, keep being creative!

20 comments

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Photo of Saeed Falahi

When the people will be aware in majority then the government automatically can no longer avoid the wishes of people, thus the domestic food industries will be benefited.

Photo of Saeed Falahi

All necessary measures must be adopted to make people fully aware to this fact that home grown food or local food is much better than that of imported food..

Photo of Anuja Singhal

I like this. It has the potential to turn into a large awareness campaign to encourage people to eat more home-grown food as opposed to imported, processed junk. Backed with real research and facts, I am sure people will be more than willing to switch lifestyles.

Photo of Saeed Falahi

Great Idea, I'm completely agreed with you.

Photo of DeletedUser

DeletedUser

I think this is a great idea. To be extremely effective, it would help to give visual background to the issues, like where are these additives coming from? I'll never forget a friend's rant about additives in peanut butter, some of which are agricultural byproducts so the FDA regulations seem fuzzy. He half-jokingly described dirty oil dripping off the back of a pickup truck into a peanut butter jar. I've never purchased processed peanut butter since!

Photo of Johan Löfström

I think the origin of additives are important, but thought that the participants is meant to dig around for the facts. Perhaps divided in groups, to be guided in what directions and in what places they can find important information to base the arguments in the campaigning.

Photo of DeletedUser

DeletedUser

I think this is a great idea. To be extremely effective, it would help to give visual background to the issues, like where are these additives coming from? I'll never forget a friend's rant about additives in peanut butter, some of which are agricultural byproducts so the FDA regulations seem fuzzy. He half-jokingly described dirty oil dripping off the back of a pickup truck into a peanut butter jar. I've never purchased processed peanut butter since!

Photo of Paul Fr

Another place to promote this campaign would be on some packaging box => provide farmer with cardboard box that is printed with your campaign, I am sure they will be proud of it !

Photo of Arjan Tupan

LOL, you get an applause for mentioning Wag the Dog. Another hilarious movie reference in one of your concepts. If I am finished laughing, I'll read the rest of your concept.

Photo of Paul Fr

I thought that movie was for dog lover only... just saw the trailer... looks great.

Photo of Diego Gonzalez Carvallo

Johan
Excellent idea!
Think it can be expensive as a campaign, but it is worth.
Maybe twitter can help with a spark!

Photo of Johan Löfström

Interesting, what do you think would cost any money in this concept?
I am purposely keeping all options on details open for this, to let each local community model it all themselves after their own budget and competence.
So my guess is that only if we want to make this nationwide and print all materials to send out to all schools will it cost any money.

Photo of Arjan Tupan

Silly question: who will be the hero?
But, seriously: I like the concept, Johan. I think it is a nice way of doing another campaign. And as you rightfully point out, there is a lot of information that people don't know about, so campaigns are good.
Anyway, I like the idea of combining it with schools and learning. Why not also make it into a part of social studies to learn about how the democratic system works.
another nice inspiration could be the Dutch 'Loesje' campaign. This campaign uses posters with creative texts to raise awareness about social issues in the broadest sense. Because they are very much based on playing creatively with language, it is sometimes used in a learning setting/ teambuilding as well. For the Dutch speakers: http://loesje.nl/

Photo of DeletedUser

DeletedUser

Great idea Arjan, I totally agree with you "Loesje" could be a great inspiration ... and they have gone international, for the English speakers have a look at http://www.loesje.org/ On the website go to "Posters" here you can find different campaigns in various languages from many countries.

Photo of Arjan Tupan

Dank je, Hubertine. See, that's what you get when you leave your country, your information gets outdated :).

Photo of DeletedUser

DeletedUser

Johan, GREAT concept! I love the creativity in this and it's very clever. Bravo! And to further build on Arjan's addition re: democratic systems and in keeping with the "presidential election" campaign and educational aspect, perhaps you could add a component for "voting". Depending on the overall message of the campaign, the various schools could decide which of the important messages is paramount and why. Compare it against other schools throughout the world. It could be that local conditions warrant more focus and attention on specific concerns for the students of that country, bringing even more awareness. Then on the "election day" the classes could discuss the varying outcomes.

Photo of DeletedUser

DeletedUser

Maybe some one mentioned this already but, All the materials can be printed based on Vegetable dyes!
Also Im thinking creating FoodArt!.... just an idea...someone take it from here...smile!

Photo of Johan Löfström

There's other concepts with FoodArt. Thanks for the idea, but I would not want to confuse the means of this already confused project proposal.

Photo of DeletedUser

DeletedUser

Actually Johan, I think this could definitely be a neat and novel concept in the right context. What if you pitched this as a school based learning unit? Students could actually create the two campaigns, which would mean having to work with and gain an understanding of all of the research you reference here.

Better yet is if you linked it to something real in their schools - maybe a debate on what food they should be offered in the cafeteria. It could still be playful and ironic, which would be great because the students would 'get' why it's a bit silly to argue for junk food over the good stuff.

Photo of DeletedUser

DeletedUser

I remember typing a reply but looks like its lost somewhere!
anywayz here I go again!
Excellent!
I like the Learning which is Fun aspect, and it would be memorable. The students would learn by discussing and investigating something relevant to them. And the added bonus would be a better and (hopefully) healthier eating pattern getting established at an early and crucial age... which potentially prevents ill health and therefore creates a lesser burden on the healthcare system.