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visual communication practice



Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

For this brief, I am looking at the concepts of societal debt and economic debt in relation to Australian farmers trying to get a fair go. Farmers have a social and economic debt to keep providing fruit, vegetables and meat to the Australian people which is exploited by bigger providers to gouge farmers by making their prices so low that not only can competitors not compete, but farmers have no choice but to keep on providing their stock or risk going out of business. My idea is a non-profit organisation called Food For Farmers (or FFF). The aim is to make people more aware of how Australian farmers are being gouged by their biggest clients simply because they can. This in turn means the farmers can’t actively speak out about the issue as it would potentially ruin their business.
The actual aimed outcome of FFF is for more people to be aware of their purchases and to where possible look at other alternatives such as green grocers and farmers markets over bigger chains such as Coles and Woolworths where possible. By making contact in a public space (e.g. placing the pamphlet inside Coles and Woolworths catalogues) it forces people to at least acknowledge that it is there and to take notice.
This outcome is designed to communicate in a socially responsible manner by not being presented as propaganda, but by also offering a reasonable, attainable solution, rather than just identifying a problem and only offering a black and white solution. This outcome also highlights the importance of the farmers to feeding Australia and to the Australian economy, which puts the responsibility back on not only the farmers, but the people to take action.
By making the first point of contact in a public place it establishes a dialogue by being right there in front of the people in the brochure for Coles of Woolworths, rather than being more passive and just slipping by without being noticed.

What kind of communication approach do you use?

For this brief I am using both print and online communication approaches. The print pamphlet is the first point of contact with the website and application following from there. The website and mobile application are designed to be the second points of contact, where the solution is visible and interactive.
The website is designed to be the second point of communication, but it also has the most information. It contains information about FFF as well as the main version of the FFF Finder system.
The mobile application is designed to be the final point of communication as it just contains the FFF Finder system, rather than the detailed information about FFF which is available on the website. This means the mobile application is smaller in size and accessible on more phones than just the expensive smartphones.

What are in your opinion concrete benefits to the society because of your communication?

The benefits from my communication are multiple. From the beginning, it helps keep farmers going by giving them more business to their smaller providers who support them better than their bigger multinational clients. It also helps people be aware where their money is going when they purchase their groceries. The long term benefits from my communication are not only for the farmers, but for the Australian economy and the Australian people. If more people start looking at the alternatives FFF offers, then small businesses will see growth which in term will stimulate the Australian economy.

What did you personally learn from creating your submitted work?

As I was working on this brief, I started to realise that I was also not doing my part to help this issue. It was a bit of a self-realisation that if I expect this problem to ever be resolved, I need to start doing it myself before expecting anyone else to go out of their way to do it also.

Why is your work, GOOD communication WORK?

My work is good communication work as it sends a clear message and doesn’t avoid the issue. It is also good communication work as it not only identifies a problem, but also provides a solution in such a way that it is accessible and understandable.

Where and how do you intent do implement your work?

Implementation starts with the pamphlet, I want to put copies of the pamphlet inside the Coles and Woolworths catalogues at the supermarkets so when customers go into the supermarket and grab the catalogue, it is there in their face and it cannot be ignored.
The second part of the implementation is the website; the website has the detailed information about the FFF and the FFF Finder system. This is so that if a user wants to search for grocers and markets but doesn’t have a smart phone, they can still use FFF Finder from any computer. The final part of the implementation is the mobile application.
The rising popularity of smart phones makes a mobile application and website a very appetising option, as it provides an easy way to find local produce by using a technology they are already familiar with. The mobile application is based off the website and contains a search facility so a user can enter their postcode, suburb or address and find grocers and markets near their address or location. This level of interactivity is not only convenient for the end user, but also empowering as it shows how something so small can also make a difference.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)



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Entry details




Food for Farmers

Concept author(s)

James Gridley

Concept author year(s) of birth


Concept author(s) contribution

I am James Gridley, and I did this as an individual effort.




James Gridley

Designer(s) year(s) of birth


Designer(s) contribution

I am James Gridley, and I did this as an individual effort.



Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description

Queensland College of Art / Visual Communication/Graphic Design