25.2.13

PG04 : Creative Brief


PG04
Communication Design
RAVENSBOURNE
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Joong Gul Ro

Creative Brief

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Project Social Communication Design
Client/Brand WRAP / Food Waste
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Key Characteristic of the Brand
WRAP works in England, Scotland, Wales and Northern Ireland to help businesses, local authorities, communities and individuals reap the benefits of reducing waste, developing sustainable products and using resources in an efficient way. Their vision is a world without waste, where resources are used sustainably.
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Market Problem & Opportunity
Food waste is a major issue. As much as half of the world's food, amounting to two billion tonnes worth, is wasted. In the UK, people throw away 7.2 million tonnes of food and drink from their homes every year, the majority of which could have been eaten. It's costing us £12bn a year and is bad for the environment too.
The amount of food wasted and lost around the world is staggering. This is food that could be used to feed the world's growing population - as well as those in hunger today.
Wrap organised a campaign ‘Love Food, Hate Waste’ but it is not widen spread so it needs to promote to make more people participate in the campaign.
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Target Audience Profile
People who doesn’t care about food waste.
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What is this AD intended to Achieve?
To remind the problems of food waste so that change people’s mind how it is serious.
Encourage people to participate in reducing food waste.
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The Single minded proposition
Food waste is the same as wasting money and destroying earth. / Food is Money.
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Desired Brand Personality
Trusty / Helpful / Worthy / Easy
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Suggested Media & Timing
Poster / Ambient (Can be any media)
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Mandatory Inclusions
Brand name / Website 

PG04 : Project Plan


Project Plan

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BACKGROUND
I have been working in a big take away shop in the UK as a part-timer a year ago. By that time, I was terribly surprised by how much food wasted everyday. Thrown lots of food away to bin even it was perfect to eat. However, they refuse to give left food to homeless or charitable organisation. Also, wasted food at home, school and restaurant are massive amount definitely.
It is ironic problem, some part of the world have suffered tragic poverty whereas lots of food is wasting in the other places.
I imagine, in the future, the world food problem would be much more serious. So agricultural country would have more power in the world. Or it could be happen to exchange and barter by food.

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ISSUE
Food waste is a major issue. As much as half of the world's food, amounting to two billion tonnes worth, is wasted. In the UK, people throw away 7.2 million tonnes of food and drink from their homes every year, the majority of which could have been eaten. It's costing us £12bn a year and is bad for the environment too.
Also up to 30% of vegetables in the UK were not harvested because of their physical appearance. It's normal practice for farmers to assume that 20% to 40% of their fruit and vegetable crops won't get to market, even if they are perfectly fit for human consumption.
Many of us aren’t aware that food waste not only hits us in the pocket but has a serious impact on the environment too. Producing, distributing, storing and cooking food uses energy, fuel and water. Each of these emits greenhouse gases contributing to climate change.
The amount of food wasted and lost around the world is staggering. This is food that could be used to feed the world's growing population - as well as those in hunger today.

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PLAN

Step 1.   Research
Research about food waste and public campaigns and interaction design examples.
Study and experiment interaction technologies what I need to create by.

Step 2. Idea and Strategy
Find ideas of public campaign in variety ways.
Decide media and how to show the campaign.

Step 3. Critical Thinking
Analyse critically and carefully about ideas.

Step 4. Design
Make a great social communication design. 

PG04 : Project Process

I've decided the Food Waste as my first project.
This is the project plan.


18.2.13

PG04 : Hunger Stats


1) 870 million people in the world do not have enough to eat. This number has fallen by 130 million since 1990, but progress slowed after 2008.
 2) The vast majority of hungry people (98 percent) live in developing countries, where almost 15% of the population is undernourished. 
  (Source:
State of Food Insecurity in the World,FAO, 2012)
 3) Asia and the Pacific have the largest share of the world's hungry people (some 563 million) but the trend is downward. 
  (Source: State of Food Insecurity in the World, FAO, 2012)
 4) Women make up a little over half of the world's population, but they account for over 60 percent of the world’s hungry. 
  (Source: Strengthening efforts to eradicate hunger..., ECOSOC, 2007)
5) Undernutrition contributes to 2.6 million deaths of children under five each year - one third of the global total.
  (Source: Levels and Trends in Child Mortality, UNICEF, 2011)
 6) One out of six children -- roughly 100 million -- in developing countries is underweight
  (Source: Global health Observatory, WHO, 2011)
 7) One in four of the world's children are stunted. In developing countries the proportion can rise to one in three. 
  (Source: Prevalence and Trends of Stunting among Pre-school Children, Public Health Nutrition, 2012)
 8) 80 percent of the world's stunted children live in just 20 countries
  (Source: Maternal and Child Undernutrition: Effective Action at National Level,The Lancet, 2008)
 9) 66 million primary school-age children attend classes hungry across the developing world, with 23 million in Africa alone.
  (Source:Two Minutes to Learn About School Meals, WFP, 2012)
 10) WFP calculates that US$3.2 billion is needed per year to reach all 66 million hungry school-age children. 
  (Source:Two Minutes to Learn About School Meals, WFP, 2012)

PG04 : Global food issue, TED video by Ellen Gustafson



TALKSTEDX

Ellen Gustafson: Obesity + Hunger = 1 global food issue

FILMED MAY 2010 • POSTED JUL 2010 • TEDxEast






Why you should listen to her:



Ellen Gustafson co-founded FEED Projects in 2007, creating an immensely popular bag whose profits are donated to the UN World Food Program (WFP). As a former employee of the WFP, she supported their mission to provide school lunches in developing countries so that children could receive both the nutrition and education they need. FEED has also created special bags and a new fund to address the crisis in Haiti, helping the children they once fed at school to rebuild their schools.

At TEDxEast in May 2010, Gustafson launched The 30 Project -- an effort to address the world’s hunger and obesity problems as a holistic global food issue. In her new venture, she hopes to stimulate a movement that will change our food and agricultural systems over the next 30 years so that healthy, balanced meals are available to all. Before her efforts to fix the world’s food issues, Gustafson’s primary concern was international security. She wrote and edited pieces on international terrorism for ABC and was a research associate at the Council on Foreign Relations.
"Children around the world are suffering from malnutrition, despite there being enough food for everyone. "
Ellen Gustafson

Quotes by Ellen Gustafson

PG04 : World Hunger Overview


World Hunger

There are 870 million undernourished people in the world today. That means one in eight people do not get enough food to be healthy and lead an active life. Hunger and malnutrition are in fact the number one risk to the health worldwide — greater than AIDS, malaria and tuberculosis combined.
Among the key causes of hunger are natural disasters, conflict, poverty, poor agricultural infrastructure and over-exploitation of the environment.
As well as the obvious sort of hunger resulting from an empty stomach, there is also the hidden hunger of micronutrient deficiencies which make people susceptible to infectious diseases, impair physical and mental development, reduce their labour productivity and increase the risk of premature death.
Hunger does not only weigh on the individual. It also imposes a crushing economic burden on the developing world. Economists estimate that every child whose physical and mental development is stunted by hunger and malnutrition stands to lose 5-10 percent in lifetime earnings.
Among the Millennium Development Goals which the United Nations has set for the 21st century, halving the proportion of hungry people in the world is top of the list. Whereas good progress was made in reducing chronic hunger in the 1980s and the 1990s, progress began to level off between 2000 and 2010.


11.2.13

PG04 : An Article - UK supermarkets reject 'wasted food' report claims



UK supermarkets reject 'wasted food' report claims

Wasted food in a binThe report said half the food bought in Europe and the US ended up in the bin

Related Stories

Britain's biggest supermarkets have been defending their practices after a report suggested that up to half of the world's food is thrown away.
The Institution of Mechanical Engineers said the waste was being caused by poor storage, strict sell-by dates, bulk offers and consumer fussiness.
The British Retail Consortium said supermarkets have "adopted a range of approaches" to combat waste.
They also lobbied the EU to relax laws stopping the sale of misshaped produce.
According to the report - Global Food; Waste Not, Want Not - from the UK-based institution, as much as half of the world's food, amounting to two billion tonnes worth, is wasted.
Its study claims that up to 30% of vegetables in the UK were not harvested because of their physical appearance.
'Waste of resources'
The report said that between 30% and 50% of the four billion tonnes of food produced around the world each year went to waste.
It suggested that half the food bought in Europe and the US was thrown away.
Dr Tim Fox, head of energy and environment at the Institution of Mechanical Engineers, said: "The amount of food wasted and lost around the world is staggering. This is food that could be used to feed the world's growing population - as well as those in hunger today.
Food waste is a subject that people get very incensed about. But this report, while re-iterating the scale of the problem, doesn't really advance the story.
The Institution of Mechanical Engineers review draws heavily on work carried out over a number of years for the Food and Agriculture Organisation of UN. However one expert in the field suggested that there was no absolutely reliable global data on the level of waste.
One of the boldest claims in the report is that "30% of the UK vegetable crop is never harvested."
It suggests that farmers are leaving vegetables in the ground because they don't meet the supermarket standards required. The research on which that claim is based is from 2008 and only looks at potatoes. It concludes that 6% is lost at field level while 22% is either thrown away or diverted to other markets during processing.
The headline claim that up to 50% of all food is thrown away really depends on your definitions, one researcher told me. At least a difference should be made between food losses and food waste.
"It is also an unnecessary waste of the land, water and energy resources that were used in the production, processing and distribution of this food.
"The reasons for this situation range from poor engineering and agricultural practices, inadequate transport and storage infrastructure through to supermarkets demanding cosmetically perfect foodstuffs and encouraging consumers to overbuy through buy-one-get-one-free offers."
He told the BBC's Today programme: "If you're in the developing world, then the losses are in the early part of the food supply chain, so between the field and the marketplace.
"In the mature, developed economies the waste is really down to poor marketing practices and consumer behaviour."
Dr Fox called on "governments, development agencies and organisation like the UN" to work to help change people's mindsets on waste and discourage wasteful practices.
But the BRC questioned the report's link between promotions and food waste, highlighting a UK government survey that showed buy-one-get-one-free offers were becoming rarer.
"Retailers want to help customers make their money go further," it said.
"They've also adopted a range of approaches to help people make the best use of the food they buy, including giving clear storage advice and recipe ideas, and offering a wider range of portion sizes."
It added that "using more of the crop to cut food waste and increase sustainable production is an objective for all retailers. This is how we are exceeding government targets for food waste."
The supermarket giant Morrisons said it was working with farmers and suppliers to eliminate wastage.
A spokesperson said: "We understand how important it is to tackle the issue of food waste and make an effort to do so in every area of our business - from our manufacturing facilities right through to store.
"We don't currently offer buy-one-get-one-free offers on our fruit and vegetables, have relaxed our specifications on this produce to accept more 'wonky' crops and offer clear labelling for customers."
Toine Timmermans, from Wageningen University and Research Centre in the Netherlands, described the IME publication as a "relevant report that draws attention to an important issue and topic".
But he added: "Based on years of research I find the conclusion about the amount of food waste (1.2-2 billion tonnes) unrealistically high."
Tristram Stuart, from food waste campaign group Feeding the 5000, said: "Amazingly, there has been no systematic study of food waste at the farm level either in the UK or elsewhere in Europe or the US.
"In my experience, it's normal practice for farmers to assume that 20% to 40% of their fruit and vegetable crops won't get to market, even if they are perfectly fit for human consumption."
Tom Tanner, from the Sustainable Restaurants Association, said: "It is the power of major retailers - convenience shopping and supermarkets on everyone's doorstep, you can nip out and buy a ready made meal in two minutes rather than make use of what's in your fridge."

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PG04 : The global food waste scandal by Tristram Stuart

Tristram Stuart: 

The global food waste scandal

FILMED MAY 2012 • POSTED SEP 2012 • TEDSalon London Spring 2012







Why you should listen to him:


Western countries waste up to half of their food. This is an injustice Tristram Stuart has dedicated his career to fixing. In his newest book, Waste: Uncovering the Global Food Scandal, Tristram shows how changing the systems that result in food waste could be one of the simplest ways to reduce pressure on the environment.
The winner of the international environmental award The Sophie Prize in 2011, Tristram is the founder of Feeding the 5000, a consciousness raising campaign where 5000 members of the public are given a free lunch using only ingredients that otherwise would have been wasted. Held in Trafalgar Square in 2009 and 2011, the event has also been held internationally.
In addition, Tristram works with a range of NGOs, governments, and private enterprises to tackle the global food waste scandal.
"Waste is certainly one of the most important environmental books to come out in years. But it is more than that. It is an indictment of our consumer culture that should make us all feel deeply ashamed. "
The Financial Times

Quotes by Tristram Stuart





  • “A country like America has twice as much food on its shop shelves and in its restaurants than is actually required to feed the American people.”
  • “We, the people, do have the power to stop [the] tragic waste of resources if we regard it as socially unacceptable to waste food.”



PG04 : an article about Love Food Hate Wate


Love Food, Hate Waste, and save

It is estimated the average Guernsey family spends around £400 a month on food shopping - could potentially save as much as £50 of this just by cutting out some of the waste.
This year, it is predicted local households will produce around 4500 tonnes of kitchen waste. As much as half of this is food that could have been eaten instead of ending up in the bin, and Public Services wants to help islanders tackle this unnecessary waste.
Launched as a UK initiative, the Love Food Hate Waste website provides a whole host of helpful advice in cutting out waste in the kitchen.  There are handy tips, from making the most out of your freezer to controlling portion sizes, shopping suggestions to help reduce bills, and hundreds of tasty ideas for leftovers.
You can click on the link below to access the main website and start saving.  And if you are a Twitter or Facebook users, if you register with Public Services we will send you regular tips and updates. 
Then all you have to do is make a few small changes - and think about what you want to do with the savings!

LFHW Banners_Page_1 This link opens in a new browser window









PG04 : Case study of Love food Hate waste


Case study: Love Food Hate Waste

By Kaye Wiggins, Third Sector, 16 June 2009
Love Food Hate Waste campaign
Love Food Hate Waste campaign

A campaign to take the message to the masses, assessed by our expert Simon Myers

Waste and Resources Action Programme, a not-for-profit group backed by the Government, launched its Love Food, Hate Waste campaign in 2007. It was asked to set up a campaign against food waste by the Department for Food, Environment and Rural Affairs and the Scottish and Welsh governments. The latest adverts featured people who have come to resemble their favourite foods. They ran in newspapers and magazines, on buses and online, and the characters were given voices for a radio campaign. The aim was to encourage people to cut down their food waste by offering practical advice in a friendly, accessible tone.
Why these media?
Wrap wanted to take its campaign to the masses, so it opted for a wide range of media, hoping to reach the largest possible audience. It says the decision by a number of local authorities to use the campaign to fill media space they had bought increased the campaign's impact dramatically.
Communicating the message
The campaign's main targets are busy families and couples. The use of everyday foods is designed to capture the audience's attention and warn them not to waste food, without appearing to lecture or be negative. But the link between the characters and the message is not instant. The choice of foods is also surprising: is lamb really one of the most-wasted foodstuffs?
Julia Falcon, PR manager at Wrap, says that when people realise there are eight different characters, they will start to understand the message behind the campaign.
Costs and practicalities
The overall Love Food, Hate Waste campaign, of which these adverts are the latest part, cost £4.1m and took 18 months to develop. The process involved extensive research into food waste in the UK, surveys of attitudes to food waste and consultation with the target audience about the most effective way to communicate the message.
Did it work?
Falcon says Wrap's research shows that in the two years since the campaign was launched two million more households have taken steps to throw less food away. Kaye Wiggins Expert view
Click here to find out more!
- Expert view by Simon Myers, Director, Figtree
'Waste not, want not' has been an unfashionable idea - until now. The double whammy of recession and concern over climate change means that being less wasteful is back in vogue. Society's interest in allotments, eating in and 'scratch-cooking' (buying and cooking the ingredients, like your grandmother did) should make for fertile communications territory.
This campaign has a nice, reassuring, no-nonsense 'Jamie Oliver' tone of voice, but the question remains: what is Wrap and how does it fit in with the other big players in this space such as government, supermarkets and celebrity chefs? They have much higher profiles and are already dispensing words of wisdom and inviting action.
So it is not clear that this campaign is the most effective way to get people to sign up to the Wrap agenda and change their eating habits.
Score
Creativity: 2
Delivery: 3
Total: 5 out of 10


PG04 : Love food hate waste


Help save the environment simply by wasting less food

File 452Research shows 61% of us, as shoppers, are concerned about the environmental impact of our food and groceries.
As we look for ways to save money on our household bills many of us aren’t aware that food waste not only hits us in the pocket – around £50 a month - but has a serious impact on the environment too.
Producing, distributing, storing and cooking food uses energy, fuel and water. Each of these emits greenhouse gases contributing to climate change.
File 579Think of a pack of cheese. The resources that go into raising the cows, processing the milk, transporting the cheese, refrigeration, the fuel we use to drive to the shop to buy it - all this to put it in the bin at the end of the week. In fact in the UK we throw away the equivalent of more than three million slices of cheese a day!
If we stopped throwing this good food away it would save the equivalent of at least 17 million tonnes of carbon dioxide, the same as taking 1 in every 5 cars off our roads. 
But it’s easy for us all to make to make a difference.  Love Food Hate Waste has some great solutions to help us reduce the amount of food we throw away.
  • File 22Planning is everything. Think ahead to what the week has in store - look in the fridge, freezer and cupboard, make a simple list so you only buy what you need and make the most of what you have.
  • Make the most of your fruit and veg. Apples last even longer when you keep them in the fridge – up to two weeks longer if loosely wrapped. And if they’ve had a knock, try putting them in a crumble, a sauce or start the day with a smoothie.
  • File 533Did you know food can be frozen any time before the ‘use by’ date on the label? Then when you have an evening where you don’t feel like cooking, take it out of the freezer, defrost and use within 24 hours
  • Ever thought of making the most of your potato peelings? Why not sprinkle with salt, pepper, chilli or whatever flavour takes your fancy and pop them in the oven. Free crisps the kids will love!
*IGD ShopperTrack is a monthly analysis of British grocery shopper,www.igd.com