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visual communication practice

How Much Would You Pay ?

Description of idea

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

In response to this years Memefest theme of Food Democracy I chose to create an installation that emphasized how consumers passively consume and ignore issues of food security. Issues such as food strikes that occur in third world countries or “underdeveloped nations” are something people are used to watching on the 6 o’clock news, however not something believed to occur in our own towns or cities. This way of thinking has been falsified by the supermarkets that we shop in from week to week. When we enter supermarkets such as Coles, IGA, Woolworth's, Metro etc, we only see stalked shelves and a wide range of products. We are so disconnected from food and where it comes from that we forget rising fuel costs, or natural disasters such as droughts or floods might effect our food security which intern effects the price in which we pay for our products. The aim of the installation was to draw peoples attention to these issues and also provide some simple solutions in which they could take part in that would benefit them as well as their community.

The installation consisted of a pedestal brass bowl filled with rice and take away cards designed to have tiffany like appearance. I wanted to reinforce the idea of luxury that we have. At any time we can enter a food staple and have access to a selection of food, even if it is not in season for the area we live in.

What kind of communication approach do you use?

I chose to create an installation that socially intervened with a persons day to day routine. It seemed like the most appropriate way to catch somebody off guard and make them think about the issue of food scarcity as they entered a food staple.

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

The Installation questioned peoples understanding of food scarcity and their respect for food. We suffer from a lack of knowledge about or food and food system. Part of this disconnect is from shopping at supermarkets, and the other part is ignorance towards the idea of our food system not being able to fail. I believe the benefits was simply getting a person to question whether or not they know about the food system that they take part in on a daily basis.

What did you personally learn from creating your submitted work?

I learned a great deal about food and the importance that it has in communities. I was amazed to find out that most of the issues regarding food sacristy has little to do with the lack of food available in the area but rather the cost was to great for the average person to afford. The impact that this project has had on me has changed what food means to me . I have literally changed the way I know purchase my food and where I source it from.

Why is your work, GOOD communication WORK?

I consider my work to be good communication for a few reasons.

1) the installation its self communicated to the audience successfully

2) There was a greater purpose for the creation of this work. Instead of trying to get people to pursue something for gains it was informing them of current issues that are not framed correctly.

3) It makes people think about something they take for granted

Where and how do you intent do implement your work?

I implemented my installation at two locations.

1) the main food staple in my area, this being Coles
2) the food court at a UQ

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?)

Nothing aside from the Facebook page that I had created to go along with the installation as a space for people to continue discussing the issue.


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Entry details


How Much Would You Pay ?


The Hidden Trend Towards Food Scarcity

Concept author(s)

Brandon Normoyle

Concept author year(s) of birth

May 12 1991

Concept author(s) contribution

I designed and wrote the copy for the entire project.




Brandon Normoyle

Designer(s) year(s) of birth

May 12 1991



Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description

QCA/Griffith University