When I stared looking at social changes, I focused heavily on anti-smoking campaigns through the years, specifically the “Truth” campaign. I believe the change we’re asking of people is not that far off of the change that anti-tobacco groups are asking. Processed, mass produced, fake food is addicting. It’s bad for you, linked to health problems and yet people have an emotional connection with it. To reach them, we need savvy, well designed outreach campaigns to showcase why should focus on how our food gets to the table .
The big idea
The idea is to be visible, with a consistent message and reach people at their level. Basis of this campaign would be TV, radio and billboard ads, and an integrated website.
Attention to a provocative campaign and a long duration will capture the audience’s attention and focus on a shift of knowledge and belief, therefore changing behaviors.
The campaign itself should be a brand, competing against the disassociation many have with the production of food. It IS important to know, it’s in our BEST interest for our bodies sake. Empower the audience to seek the information out. The message should be told in a variety of ways, strengthening the brand in the larger context.
Strong spending power, peer and family influence. They can help change patterns within their family, and establish their own habits before they form a family. Society will move along with it and gradually change.
UPDATED MATERIAL: Saw this article on GOOD, an interesting approach to change behavior by integrating a message in a pop culture medium: the soap opera.
"They developed this scandalous and addictive soap opera for the radio. In the process of the characters trying to off each other and sleeping around and all this bad behavior, there were messages embedded about being sure to cut the wilted male flowers off infected banana plants.
It was one of the few ways Ugandan officials could get undereducated farmers to pay attention to the complex techniques required to control the spread of BXW, a bacterial disease decimating as much as 80 percent of the plants on Ugandan banana plantations." http://www.good.is/post/teaching-agriculture-through-soap-operas/
A similar tactic can be integrated into current popular shows in any country to showcase urban farming, shopping at farmer's markets, simply paying attention to seasonal and local food.
A “what’s in season” resource
Resources to start your own garden
Answers to the the questions we want them to ask
YouTube podcasts with influential leaders and their take on being better connected with food production – Jamie Oliver, Steve Ells CEO of Chipolte, Michelle Obama, etc.
Video challenges how inner city youth are changing their connections with food (ex: participating in an urban gardening project and their tasks associated with it)
Youth centered Facebook pages, game apps.
Novel TV commercials, visually stimulating and aired during target audience peak times.
Poster campaign at grocery stores
Additional resources: Truth Campaign analysis: http://samples.jbpub.com/9780763753771/53771_CH10_FINAL.pdf