FOODANTIJUNKCAMPAIGN PROPOSAL

CONTENTS

CONTENTS

Background

Problem Findings

Objective

Concept Map

Targets

Cilent

Visual References

Design Oppourtunities

Final Designs

Campaign Workflow

Page 4

Page 5

Page 6

Page 7

Page 8

Page 9

Page 10-11

Page 12-51

Page 52-83

Page 84-85

Page 86

References

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BACKGROUNDHong Kong people like to eat variety of foods.

They like to choose fast and delicious foods. However, they seldom put their health as

the first criteria.

They eat junk foods unconsciously.

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PROBLEM FINDINGS

After the research, it was found there are much junk foods nowadays. Hong Kong

people like to go out and eat junk food. Especially teens, they like to eat junk snacks.

They seldom read the food information on the packages.

Besides, they do not recognize the bad impacts after having junk foods, therefore the

heathiness of teenagers become much worse.

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OBJECTIVEDesigning a social campaign would be the design solution to enchance the teens' awareness on junk foods.

- Increase teens' alertness about junk foods

- Aware the food around them containing toxic ingredients

- Point out the harmful ingredients in junk foods can bring

deep impacts on their healthiness

- Convince teens to against junk foods

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CONCEPT MAPANALYSISUnderstand the teens' needsFind their interests

PLANNINGThink from the angle of teensDesign in a new way

ACTIONPromote food knowledgeIn a suitable platform

IMPACTEnchance teens' alertness on food and healthiness

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TARGETFor the target group, it would be the teenagers who are around the ages 18 to 23.

They have speedy life-beat and like to touch with different digital medias, such as

television, internet and i-phone.

In addition, among other classes, they like to eat junk foods especially snacks.

Yet, they do not have enough food education either school nor parents. They do not

clearly know how bad side effects could be occured after having junk foods.

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CLIENT

Mission

Vision

HONG KONG DIETITIANS ASSOCIATION

As the vision of HKDA, promoting the public health in Hong Kong, it is very match with

the campaign's objective, to increase teens' awareness on junk foods, HKDA will be

the client of the campaign.

- Promote professional dietetic practice to dietitians- Promote the concept of nutrition and health to Hong Kong citizens

- To be an outstanding professional unity with continuing growth and professional advancement- To contribute to the public health of Hong Kong society

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VISUAL REFERENCES

Some research on visual, such as typographic designs, posters designs, and packaging

design. Usually, designers use very simple expression, high color contrast, large words,

and use only one single image in a product to communicate the messages to draw their

audiences' attention.

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DESIGN OPPOURTUNITIES

Typo with real foodsLogoTypographySignsRe-logoCard game PackagingPosters Apps

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Campaign for Teens

D.I.Y. packaging folding

Little reminders:

stickers, magnet

Card game

Posters, banners, leaflet

Holds activities

Exhibition / Installations /Food packaging redesign

SELF

REF

LEC

TION

TO U

ND

ERST

AN

DRE

FRES

H &

REM

IIND

PERSONAL

With FRIENDS & FAMILY

PUBLIC

Campaign workflow

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Typo with real foods

When people come and look those words, they are trapped into those processing foods.Showing how food colorings and stabilizers made the foodsso attractive to people, results in food compannies keepproducing a lot of junk foods.

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Logo

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Hand sketches

Try to use FOOD word combines with different words, such as Food Sense, 100% Food, Food 360', Food Look to tell teenagersenchance awareness and say no to junk foods.

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Digital sketches

Focus on the word FOOD and LOOK.

Try to design it in different styles, different forms, different colors, and different typefaces.

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Start only focus the word FOOD and a pair of glasses, it means to tell people always keep in mind on foods around them.

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Only the word FOOD cannot express the message, adding a tagline may help to deliver the message easily.

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Previous logos looks like logos designed for optical shops more than a campaign to against unhealthy food, thus starting to add more words for the logo.

Also trying to fill in the counter forms, add shadows, reduce strokes to make it looks more interesing and unique.

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Typography

Century Gothic looks simple and clean, a typeface that can easier to modify into other new typeface.

Design a typeface related to the forms of chemical modeules,as food addictives are all made from very complicated ions.

Apart from chemical ions, creating a typeface on the idea onlook. Telling people to look more more, increase awareness on junk foods.

A B CCentury Gothic

F O O D

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Signs

Converting some impacts into hazard signs to call people notto eat junk foods, telling them how bad impacts are they after consuming those foods.

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Design a set of symbols for food colourings, enhancer, and preservatives, so that when the targets look at those symbols, they know those food addictives have very bad side effects.

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Trying to use yellow and black colors to make some warning signs, draw public's attention, tell them if they eat those junk foods, your health would be bad due to them.

Apply it into our society, put those warning signs nearby fastfood shops, so that teenages would keep in mind junk foods are bad and keep away from that.

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Re-logo

Satire on some existing food brands may also draw teens' attention into the issue of toxic junk foods.

After researching on which food brands are the most popular among the target of teenagers, then trying to re-design their logos out.

Telling them the foods of those brands can cause deep side effects on humans.

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Card game

Card game is a good way to deliever message from a single person to a group of people.

First design is let the player takes a role of a character, and helps them to choose the fittest diet to the role. Through this, it hopes to help the player take more awareness on foods around them.

While the second design is telling the player what is E-number, as all food addictives have unique numbers. It is the first step to let teens know more what is the relationships between unhealthy junk foods and humans' healths through understand what is E-number.

37First design

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Character cards

Beedy O.Age: 21Height: 180 cmWeight: 150 lbsJob: StudentHobby: Swim, Daydreaming

Anni K.Age: 24Height: 160 cmWeight: 101 lbsJob: Office LadyHobby: Shopping, Singing

MusicReading

Activity cards

French friesIngredients: Potatoes, Soybean oil, Flavourings, Dextrose, Sodium acid pyrophosphate, Vegetable oil

Calories: 412 Kcal per serving

Food cards

Fresh Squeezed O.J.Ingredients: 100% Orange juice

Calories: 111 Kcal per 8 fl.oz

39Second design

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Packaging

Designing a package to show the food addictives inside the food. Telling people nowadays all foods have very attractive packaging. However, when we look into it, we can see there are lots of bad ingredients.

Therefore, trying to use yellow and black those high contrast colors, also the colors represent warning, to tell people those typical junks foods are full of bad food addictives and they can cause us a lot of health side effects.

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Posters

About posters, showing the processing foods are full of chemical ingredients, artificial colours, and they have a lot of side effects.

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Also trying to satire nowadays fastfood restaurants, telling the targets those foods are really bad for health.

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Focusing on junk foods packagings, telling people junks foods are made of toxic ingredients and their bad impacts.

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49Modify the colors, positions, forms of the images and the words, so that to have a stronger visual impacts to audience.

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Apps

Nowadays, almost every teenager has a i-phone. They always download and play some apps.

Hence, it the apps to let users check the foods they want, and to know what are the ingredients and their impacts.

In addition, there are other categories, such as Tips, Share, and News, to let the users know more about junk foods and the campaign.

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DESIGN A SOCIAL CAMPAIGN WOULD BE THE BEST WAY TO ENCHANCE TEENS' AWARENESS ON JUNK FOODS.

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ANTIJUNK FOOD

Logo & IdentityTypeMoodColourIdentity PromotionCampaign Promotion

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Logo & Identity

+

ANTI- JUNK FOOD GLASSESIncrease the awareness on foodSquare words and form can

be felt more formal

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A logo made of square forms, looks more serious. Also extending some of the letters' strokes to make it looks more energetic and unique.

Different variations when applying into different applications, so that to make the logo more match with the products.

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Type

IMPACTABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890~!@#$%^&*

Impact typeface has a very strong strokes, give a very strong visual influence. It is very suitable to be the typeface in the campaign, to call targets take more awareness on junk foods through designing a set of designs with this typeface.

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Mood

WARNING

ACTIVE

As this campaign is about increase teens' awareness on junk foods, a mood of warning and active help to promote against junk foods and let teens themselves be a active role, say no to junk foods.

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Colour

Yellow is a color of meaning warning. When these three colours combine, form a very high contrast and strong feeling on the visual, to let audiences draw attention into it.

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BE REAL EAT REAL.

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Identity Promotion

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A set of stationary to promote the identity of the campaign, let public get to know more about it.

A set of stationary to promote the identity of the campaign, using the logo and the campaign main colours, white, black, and yellow.

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TEENS!LET AGAINST JUNK FOODTOGETHER.

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Campaign Promotion

SELF- LEARNING

PUBLIC PROMOTION

Information CardsStickersWebsiteApps

OutdoorsInside Supermarket

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INFORMATION CARDSAt the front, there is a plastic printed a very attractive package pattern.When uncover it, people would see lots of unknown ingredients. In fact, they are the foods' ingredients. While at the back, it is the information about those ingredients and show how bad are they to our health.

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WARNING STICKERSThose stickers are some warning labels to tell teens what are the bad impacts after having those foods.

Teenagers like stickers. They always stick them into their notebooks, schedules. When they stick those warning labels, they help to keep in mind to teens junk foods are bad for health.

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WEBSITEA website designed for the campaign.

There is a CHECK! catergory, visitor can enter a food name and check how good or bad of that food actually, showing its impact immediately.

What is more, the Tips catergory shows the common food addictives and its side effects.

People can know more about junk foods' knowledge and the campaign more through the website.

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69The web interface on i-phone

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APPSIt is simple camera that can scan foods.

Users can scan any foods they want, then it will show the foods' ingredients and their health impacts to humans. As to let users always keep in mind the relationship between the foods they eat and healthiness.

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OUTDOORSFor outdoors promotion, campaign would like to make posters and promote in MTR station.

As MTR is the most popular transports in Hong Kong, teenagers always go to school or any where by MTR, promoting there, teens would look at the typographic poster and these series of posters, pointout the harmful ingredients in junk foods can bring deep impacts on their healthiness.

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INSIDE SUPERMARKETAs supermarket is the origin place of buying junk foods, promoting the campaign there would be a good way to convince the targets not to buy junk foods anymore.

Therefore, campaign designs on the shopping carts, packaging design, and also make a food installation, to tell teens against junk foods.

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For the packaging, using colourful package to wrap it. To satire nowadays packaging looks very fancy, but when people look closer, they will find they are full of harmful ingredients and all bad for healths.

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I WANT SOME SNACKS...

SUPERMARKET

WARNINGINCREASE

THE

RISK

OF HAVING

CHOCOLATEMANY DISEASES,

!!SUCH AS...

The packaging design then would became a food installation in supermarket. To let people always have a warning mind that junk foods are bad.

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URH...?

UNHEALTHY, I QUIT IT!IT SEEMS TO BE TOO

SAY NO TOJUNK FOOD

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IDENTITY PROMOTION

CAMPAIGN PROMOTION

INCREASE TEENS’

AWARENESS ON JUNK FOOD

SAY NO TOJUNK FOOD

CAMPAIGN WORKFLOW

85

Self-Learning

Outdoors

Supermarket

Web

Apps

Posters in MTR and Schools

REFERENCESBookKelly Hayford, If It's Not Food Don't Eat It, Taiwan Maison Book Group.Victor Cheung, APPETITE FOR DESIGN EAT ME, Viction;workshop ltd.Michael Pollan, Food Rules, Common Master Press.

MagazineMetropop Issue 295, MTR.META Issus 11, Kubrick.

VideoETV:食品加工http://resources.hkedcity.net/resource_detail.php?rid=594139039TEDTalks Jamie Oliverhttp://www.youtube.com/watch?v=iwrNIYwfSx4RTHK:人造色香味http://programme.rthk.org.hk/rthk/tv/programme.php?name=tv/hkcc&d=2011-0801&p=858&e=147841&m=episode

InternetFOOD REVOLUTION campaignhttp://www.jamieoliver.com/us/foundation/jamies-food-revolution/homeWHO Top 10 junk foodhttp://www.epochtimes.com/b5/6/12/20/n1562511.htm加工食物?http://hk.knowledge.yahoo.com/question/question?qid=7006061302050&q=7006091602360&p=%E9%A3%9F%E7%89%A9%E5%8%A0%E5%B7%A5%E5%95%8F%E9%A1%8C「粉紅肉渣」加工食物http://hk.news.yahoo.com/%E5%8A%A0%E5%B7%A5%E9%A3%9F%E7%89%A9-223000626.html選購食物 愈原始愈好http://www.metrohk.com.hk/index.php?cmd=detail&id=181371Jamie Oliver Food Truck / Rockwell Grouphttp://www.archdaily.com/120807/jamie-oliver-food-truck-rockwell-group/麥當勞請別再傷中國顧客的心http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/comments/2012-02/06/c_111490958.htm加工食物之影響http://hk.knowledge.yahoo.com/question/question?qid=7006091602360鮮為人知垃圾食物http://hk.knowledge.yahoo.com/question/question?qid=7010011200061&q=7006061302050&p=%E9%A3%9F%E7%89%A9%E5%8%A0%E5%B7%A5%E5%95%8F%E9%A1%8C明報報導: 港人愛吃垃圾食物http://blog.yahoo.com/_ME5A2CSJQGXSYUFTTZI7HLLMSQ/articles/34758未加工的叫食物http://www.slideshare.net/ibme3838/ss-1244192