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GALLERY 2013

visual communication practice

Brisbane Food Exchange
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Description of idea

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

A large portion of food democracy is due to the unethical
and unsustainable practices of agricultural systems across
the globe including the problematic use of importing foods
that can be grown quite easily in our own soil. It is because of this the agricultural industry is slowly being hijacked by corporations as they set up industrial farms to mass produce vegetables, fruits and poultry in an unethical manner by enducing their growth using artificial hormones. I intend to expose these companies in a positive community light by creating an alternative source of vegetables, fruits and herbs. By utilising existing areas of land members of the community can become involved with not only each other, but their future of food security. The ideology that the produce would be cheaper, more convenient, better for them and better for the communities future would encourage my target market of ‘mothers’ to move towards this alternative to big supermarket shopping. I chose
mothers as my target market because they are
typically the shoppers of the household, therefore
they are most likely the only demographic to be
effected by the advertising as they would be the only
ones aware/concious of the shopping decisions.
The idea behind the campaign is that people can
grow their own vegetables, fruits and herbs in their
backyard. From here, they can collaborate as a
community to swap the produce that they may
not have growing in their backyard. The Brisbane
Food Exchange is starting small, as a project run
through my garage, where monthly swaps will be
held for people within my street and extending
neighbourhood.

What kind of communication approach do you use?

My communication approach falls within the category of
socially responsible advertising. The guerilla advertising
tactic allows traffic to flow towards the website where
preconceptions of supermarket shopping are challenged,
and alternative methods of fresh produce are offered.
Finally the poster design allows dialect to flow around the
wider community as word of mouth spreads of the montly
swap event.

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

It will allow people to gain a sense of community through
the growing process by creating a local, sustainable and
equitable way of distributing local produce. It will allow
people to secure their own food security and give people the tools we need to contribute to securing food for the future. This will also promote healthy eating. Children who have joined in on the growing process are more likely to eat the food they have grown than children who have no connection to the food. This would be a cheaper option for families as well because apart from the initial costs of setting up a food garden, the rewards are remarkable. It would mean that your family has
an endless supply of food, right outside your home. Apart
from this, families would also benefit from the idea that
parents would know exactly where their food came from and how it was grown and they’d know it hadn’t been frozen or trecked 1000 km to get to their families plate.

What did you personally learn from creating your submitted work?

I think, personally I learnt the impact that visual
communication can have on global issues that are not
only on a small scale, but on a large scale as well. From
the research we conducted I found inspiration from the
changes others have made through passion about the
subject of food democracy.

I found it interesting that their was a large range of
people already taking action on the topic of food
democracy, but I never realised it. As food democracy
is such a large topic it is hard to narrow it down to one
main contributing cause, as it seems there is so many.
This was a challenge when deciding exactly what
element of food democracy I wanted to focus on. I think
however, for me, supporting local farmers and local
communities is something that is close to my heart, this
is why I chose this element of food democracy.

Why is your work, GOOD communication WORK?

Good communication design is the merging of four
characteristic subjects; individual values, social controls,
cultral controls and outcome controls. My communication work appeals to the social aspect of communication as it responds to community needs and desires to have a source of food that is sustainable. It responds to cultural controls as it relates to the traditional methods of shopping and applies an alternative option to this. My individual values are also upheld within my work as
it represents the element of food democracy that I place the most value upon. It also plays upon power structures as the local/community battles against supermarket giants. The critique within my work is questioning the method in which coles and woolworths operate the agricultural section of their company within relation to the methods they use to source and produce their food.

Where and how do you intent do implement your work?

At the moment the ‘Brisbane Food Exchange’ is going to
be small, but I do wish to expand it across all of Brisbane.
It will currently be just a small swap within my street and
possibly the extending neighbourhood. The swap will be
held the second Sunday of each month. I chose a Sunday
because most people are at home on these days and
would hopefully come and check it out.
My advertising methods currently only need to be
distributed within my neighbourhood as that is where the
swap is. Therefore, I have chosen to create a guerilla
advertisement, a poster and a website.

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?)

Unfortunately being a student I don’t feel I have the will power to fight against the authorities so my project didn’t do anything necessarily in a way that media would capture it. Unfortunately I don’t have the time to get this project off the ground. But I like it as a suggestion, an alternative way of living almost that people could adapt to.


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Entry details

Title

Brisbane Food Exchange


Headline

Plant it, Grow it, Swap it. Create a sense of community through a community run food exchange.


Concept author(s)

Teagan Markey


Concept author year(s) of birth

1993


Concept author(s) contribution

I created the concept behind the Brisbane Food Exchange. I am aware a similar process of swapping home grown food happens in other states in Australia but it is not much heard of in Brisbane so I created this project in the hope that it could happen.


Country

Australia


Competition category

visual communication practice


Competition subcategory

static


Competition field

academic


Competition subfield

student


Subfield description

Griffith University - Queensland College of Art