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GALLERY 2013

visual communication practice

Genetically Formulated²
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Description of idea

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

My original concept was to create an awareness campaign for Genetically Modified (GM) foods, because they are passed into our supermarkets with very little scientific evidence proving that they are safe for consumption. Not only that but Monsanto has an overwhelming amount of control over the worlds food systems and it’s got to be stopped. I was originally targeting the wider scope of GM products, but after some feedback I changed my target to baby formula, as it would expose a much more sinister side of the GM food industry. My focus is now on spread awareness of the potential dangers of GM ingredients existing in leading brands of baby formula.

What kind of communication approach do you use?

I tried to make the visual style inviting as not to scare people away but also convey the seriousness of the issue. The use of geometric crisp shapes were used to represent the scary, clinical side of GM food. While on the other hand baby colours (pink & blue) were used to blend the content of the campaign with already existing baby formula products. The Facebook page was setup to create a place that people could sign up and show their interest in the cause. Image posts are used on the page to share small bites of easily digestible information that can then be shared or liked in order to spread the information. The stickers were supposed to be used to hijack the current branding of GM baby formula found in supermarkets, and then after the mother has noticed the sticker they can find out more through the Facebook page.

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

Hopefully this work would benefit mothers most importantly, by making them aware of the potential dangers in feeding their children GM formula. Then also this work through the letter to the Prime Minister, has the potential to change Australian law to make GM food labelling more stringent. Also making people aware of the concerning reality of GM food we might be able to change companies practices to produce more organic and healthy food for everyone.

What did you personally learn from creating your submitted work?

I leant so much about GM food, especially how much information is hidden from view compared to the reality of the food we consume. I have a different view of the food industry and I'm always trying to tell people I know about what I have been learning as I found it very concerning.

Why is your work, GOOD communication WORK?

My work is good communication work because it has good values and aims to educate people on a serious matter. The Facebook page allows the communication of this information to be reciprocal, through comments and feedback. The visual style tries to gain trust with mothers, and the potential benefits could be significant for the future of how GM food is treated by government and shoppers.

Where and how do you intent do implement your work?

This work is intended to be implemented inside supermarkets through the use of the stickers and online through the Facebook page, also through peoples participation it would involve letters being sent to the Prime Minister of Australia and images being shared through Facebook.

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?)

My work I changed the packaging of well known baby formula companies though the use of sticker that were applied to the front of the tin. These stickers hijacked the current visual style of the brand in an attempt to catch people off guard.


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Entry details

Title

Genetically Formulated²


Headline

Genetically Modified Baby Formula


Concept author(s)

Joshua Kenzie


Concept author year(s) of birth

1990


Concept author(s) contribution

The Author of this work has conceptualised and designed all 3 media.


Country

Australia


Competition category

visual communication practice


Competition subcategory

static


Competition field

academic


Competition subfield

student


Subfield description

Griffith / Queensland College of Arts / Visual Communication Design