GALLERY 2013

Description of idea

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

My idea is to start a grass-roots movement to stop food waste by distributing a free action pack targeting students. I responded to the statement that the production of food is highly controlled, and becoming more and more centralised. The idea of the action pack is to empower individuals to change their behaviour and effect a greater change to the food system.

What kind of communication approach do you use?

My communication approach is targeted, but friendly. The outcomes are both educational, and practical. The aim is to simultaneously inform the audience, whilst also providing a tangible call to action.

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

A society which is informed, empowered, and pro actively seeking to change the food system is the desired outcome of my communication. I believe it is important to enlighten an audience to the bigger picture, whilst also contextualising the issues in a relatable manner.

What did you personally learn from creating your submitted work?

While creating my outcomes I Iearnt a lot about Monsanto and GM crops, but the issue that struck me was the immense amount of food wasted unnecessarily in Australia when so many go hungry round the world.

Why is your work, GOOD communication WORK?

As stated in the brief “Visual communication plays a crucial role in legitimising power structures build around food. But can Visual communication also shed light and reveal this hidden powers? Can it contribute to FOOD DEMOCRACY?” My work aims to not only educate the audience, but also act as a catalyst for action and positive change.

Where and how do you intent do implement your work?

The idea behind my campaign would be to set up a stand at O Week and other similar University events around Australia, with one of the action pack and its contents on display. There would be a register where students could sign up to receive one for free. I chose to target students for a number of reasons. Most importantly, young people (aged 18-24) are among the biggest wasters of food in Australia. Plus their eagerness to receive free products. Their open-minded approach to learning. The fact that changing the behaviour of today’s youths directly sets up positive habits for all generations to follow. And finally because of their tendency to share-house (meaning a communal approach to food preparation and sharing).

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?)

No