Photo by The Matter of Food on Unsplash
Hungry For Change
The Challenge /
As a part of the 'campaign design' course in my final year of design school, I decided to design a campaign to motivate students to reduce food wastage in their daily life and become ambassadors for the cause.
Year /
2015
Role /
Designer
Team /
Fatema Hussain
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Approximately 1/3rd of the food produced every year is wasted.
The Outcome /
Food loss and waste have many negative economic and environmental impacts. It is responsible for approximately 80% of deforestation, 70% of freshwater consumption and 30% of methane gas emissions around the world.
Although, food wastage occurs in every step of the food "Life Cycle", 35% of the wasted food is simply thrown out by supermarkets, shops, and households.
This campaign was aimed at educating students about the negative impact of food wastage and giving them practical solutions to help them become more conscious.
The campaign collaterals included a toolkit that could be downloaded from the internet for students who were interested in championing the cause and spread awareness in their school/university campuses.
Share of Total Food Loss and Waste by Stage in the Value Chain
"The amount of food wasted and lost around the world is staggering. This is food that could be used to feed the world's growing population – as well as those in hunger today.”
Logo for the campaign
The campaign made use of puns and pop culture references along with turning regular food items into characters to attract attention of the students. The supporting copy highlighted the negative impacts of food wastage and how it was affecting the planet.
Sassy Strawberry
Guilty Cauliflower
Gangster Tomato
Posters and the downloadable toolkit including posters, postcards, stickers and flyers for the campaign campus ambassadors.