Tom Maxwell second year book by Silvia Grimaldi

Re-Designing The Wetland Centre

Our visit to the wetland centre un-covered some flaws within the design of the centres services and user interaction. The intention of the centre and itâ&#x20AC;&#x2122;s employees is to try and create an experience where bird watchers, familys and wildlife can inhabit the area without conflict. We where taken to Headley Hide (below). This was classed as the family area. It was apparent that this was mearly a title and the space inside the hide was far from family friendly. From left to right. 1. An attempt at a playfull visual but the message is lost behind stark walls and concrete. 2. formal posters and messages instead of vibrant interactions. 3. Awkwardly placed windows. I had trouble reaching some of the openings, let alone a child. 4. cold and clinical details convey the wrong messags to famillies.

After un-covering the issues of the family experience I decided to look for some inspiration in the grounds of the centre. I was particularly interested in things that had a suggestion of play and adventure, suprisingly I found more than i expected.I particularly liked the feathers as it was the closest i got to actually touching the birds, something that Iâ&#x20AC;&#x2122;m sure the kids would enjoy. The benches also provided an interesting focal point for development. Could it become a shelter? Can it be a construction of seperate parts that can be moved and constructed, could it become a hide of its own?

We spoke to birdwatchers and wetland employees on their thoughts regarding the harmony between the twitchers and families. Generaly the outlook was positive but it was clear that some more thought was needed towards the way children use the centre.

‘It’s rare, but their have been conflicts between twitchers and families. It’s mainly due to noise’ ‘Generally I find it’s a majority of birdwatchers on site. It’s in the summer break when you find more families and children’ ‘We think that families and children are positive for the centre. It encourages children to be aware of nature around and it may even inspire the children to take an interest in bird watching’

‘Children are only a problem when they are making noise in the hides. I know it’s not their fault but their should be services in place to help prevent this’ ‘I’ve seen the touch screens around the park but they confuse me so i can’t see how the kids would use them?’ ‘Bird hides are usually full of boring old men like us, the kids should have their own hide’

Design Proposal

Why: It is clear that the centre wants to appeal to families and birdwatchers alike but the message of their intention is fragmented as you walk through the grounds leading to confusion between the visitors and an un-enjoyable experience for the children. Un-amused children can end up being loud and boisterous in reaction to boredom. This in turn can upset the experience for the more serious bird watchers. Aim: Our aim is to tap in to the mentality of children visiting the site. Find out what their expectations are and what excites them. We will then use this information to improve their wetlands experience while trying to promote interaction with the birds and placing the child in the role of birdwatcher. Hopefully our intervention will help bridge the gap and create balance between the two divided groups. MEMORY While discussing the project, one question we asked ourselves; ‘What happy experiences do you remember as a child’? Inspired us to take the concept further and consider how using the idea of ‘memory’ may help us in the direction of our ideas. Focus: We intend to focus our development on children in key stages 1&2 (ages 5-11)

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Redwing Redwing

Heron

YES[ ] NO[ ] Does the Bittern have a Does loud call? the Bittern have a loud call?

] UK? NO[ ] Is it common to see] a Redwing in the to UK? YES[ ] NO[ Is it common see a RedwingYES[ in the

YES[ ] ] and NO[Bitterns ] Are YES[ Herons related? Are Herons and Bitterns related?

YES[ ] NO[ ] Does it like to breed around Doesfishponds? it like to breed around fishponds?

YES[ NO[ ] DoesYES[ the bird have] stripes over face? ] NO[ Does thehis bird have stripes over his ]face?

YES[ ] NO[ ] NO[eat ] Rabbits DoesYES[ the ]Heron Doesand the Snakes? Heron eat Rabbits and Snakes?

Bittern

Does it use camouflage to hide fromcamouflage to hide from Does it use YES[ ] NO[ ] predators? predators?

Kestrel

The kestrel breeds in farmland, towns The kestrel breeds in farmland, towns TRUE [ ] or FALSE [ ] and parks and parks

Duck

Heron

NO[ ]

Duck

Is it YES[ common to see] ducklins in the to see ducklins in the ] NO[ Is it common YES[ ] NO[ ] summer? summer? YES[ ]

NO[ ]

Mother ducks only haveMother three ducklins at have three ducklins at ducks only Where does the Redwing like todoes breed? How many species are there in the species Heron are there in the Heron ....................................... Where the Redwing like to breed? How many ....................................... TRUE [ ] or FALSE [ ] a time. a time. ................................................................................ YES[ ] NO[ ] family? family? ....................................... ....................................... TRUE [ ] or FALSE [ ] Ducks can fly. Ducks can fly.

Swallow

Grebe

Snipe

Grebe

YES[ ]

NO[ ]

TRUE [ ] or FALSE [ ] TRUE [ ] or FALSE [ ]

Snipe

........................................ ........................................ What are the typical colours a Sparrow? Where does the Snipe get its name Whatofare the typical ........................................ colours of a Sparrow? ........................................ Where doesfrom? the Snipe get its name from? ........................................ Why do Grebes have lobed Why toes? do Grebes have........................................ lobed toes? TRUE [ ] or FALSE [ ]

YES[ ] NO[ ] Do Sparrows eat seeds?Do Sparrows eat seeds? ........................................ ........................................ Is the Kestrel a Falcon orIsathe Hawk? Kestrel a Falcon or a Hawk? or FALSE [ ] Sparrows have an extraSparrows bone in their have an extra TRUE bone [in] their ........................................ Is it a predator or prey?Is it a predator or ........................................ prey? tongues. tongues.

YES[ ]

NO[ ]

................................................................................

YES[run? ] NO[ ] Do they often fall over when theoften run? fall over when the Do they

Snipes eat ]Pike. Snipes love to eat Pike.TRUE [ ] or FALSE [ ] YES[love ] to NO[

Grebes dive into the seaGrebes when they dive are intointhe sea when they are in TRUE [ ] or FALSE [ ] danger. danger.

Snipes breed in marshesSnipes and boggy breed in marshes and boggy TRUE [ ] or FALSE [ ] areas. areas. TRUE [ ] or FALSE [ ]

TRUE [ ] or FALSE [ ]

Object

Hide and seek Key stage 1 & 2 (5 - 11) Interaction multi functional Sustainability

Tubular bench Recycleable plastic Heavy duty Easily manouvered No moving parts Multiple uses Easily stored

Prototype

London WeL

Rotational Mou R tubular seatingt

Width of wall :W 720mm

900mm

620mm

770mm

520mm

660mm

720mm

800mm

1600mm

900mm

620mm

700mm

600mm

770mm

520mm

660mm

Ratio 1:10

1600mm

Roto-Moulding The best means of manufacture for the tubular benches would be roto-moulding. This would mean that the final product would be totally hollow, therefore it would use less materials, reducing itâ&#x20AC;&#x2122;s environmental impact and keeping cost to a minimum. As the benches are design to be moved and rolled, then a hollow form would also aid the ease of their maneuverability

Final Design

Kamihimo Kamihimo (Kami -paper , Himo - String) Kamihimo is a paper based string produced in Japan by UEDA Industries. The string is made from Washi; a traditional Japanese paper made from gampi bark, mitsumata branches (used in Japanese banknotes), mulberry bark, bamboo, rice, hemp or wheat. It is well known for Itâ&#x20AC;&#x2122;s enormous robustness and breaking strength and as a result has been used in Japan for many years to produce writing paper, packaging, clothing and furnishings. Long thin strips of Washi are twisted to create a length of Kamihimo string. The strings can then be glued side by side with a solvent-free adhesive to create larger bands.

Current Uses Currently Kamihmo is widely used within handmade crafts. The paper string has been used to make boxes, bags, light shades, furniture, rugs, toys, jewellery and many other craft objects. A German football team have got rid of their nylon football nets in exchange for Kamihimo ones. UEDA industries state that they produced Kamihimo with the intention to re-create a relationship between people and craft and to help promote environmental awareness.

Material Testing Heat Test 12 STRAND

15 STRAND

10 STRAND

10 mins @ 100 degrees celsius

1 STRAND

No Change To test the heat resistance of the kamihino strips I exposed the material to different grades of heat for a period of 10 minutes.

Water Test I tested the water resistance of the Kamihino by stiring each strip for 5 minutes in a variety of different water temperatures

10 mins

Cold Water

10 mins @ 150 degrees celsius

After 10 minutes in cold water the larger strips where slightly swollen and the sigle string had started to unravel.

Slight warping of larger strips and slight softening of glue.

150

Warm Water

10 mins @ 200 degrees celsius

After 10 minutes in warm water the single string had unraveled into itâ&#x20AC;&#x2122;s ribon form and the 10 strand ribbon had seperated after 1 minute 28 seconds. The other larger strips had started to swell and fray at the edges

Slight warping of larger strips and softening of glue. All of the strips have started to brown from heat.

200

Hot Water

10 mins @ 250 degrees celsius

The Hot water had a strong effect on the bonding of the larger riibons. 15 strand seperated at 42 seconds 12 strand seperated at 38 seconds 10 strand seperated at 15 seconds

Slight warping of larger strips. All strips heavily browned from heat and very brittle. All of the strips snapped with little effort.

250

Wear Test

Flame Test

To test wear we rubbed a 15mm strip of each variation of Kamihimo with 240 grade sandpaper for a period of five minutes

A simple test to see how long each 150mm piece of Kamihino takes to completely combust from a bare flame.

15 strand 12 strand 10 strand 1 strand

20% wear after 5 mins 30% wear after 5 mins Broke at 4 mins 37 secs Broke at 30 secs

100

5 mins

15 strand 12 strand 10 strand 1 strand

4 minutes 40 seconds 2 minutes 1 minute 25 seconds 32 seconds

5 mins

Ideas

Final Products

Gendered objects We decided to visit Homebase for our gendered objects research. It seemed as we walked around that most of the items sold in the store where aimed neither at men or women. The colour schemes and choice of typeface were very neutral. Take the Homebase logo for example, Itâ&#x20AC;&#x2122;s a bold block type which would instantly suggest masculinity but the corners have all been rounded which neutralise itâ&#x20AC;&#x2122;s character. However, some of the non Homebase products had signs of male and female charecteristics. One obvious comparrison was the difference between the Laura Ashley paint and the Farrow and Ball paint, both where very ocvious in who they where marketed towards.

Although the anthropomorphic characters of the henry and hetty hoover are trying to suggest each to be the opposite sex, their form contradicts this message. The Shell of the hoover is curvy and round, and comparitavely petite when compared to many of the other hoovers on the market. These attributes definately fall within the feminine.

Paper Coffe Cup

Function Designed It would seem that from the ridged design of the cups body that it was intentionally designed to contain a hot drink.

Alternative Can be used to hold water May be re-used as a desk tidy Can be used to protect grapes etc

Expectation When using a paper coffee cup I would expect that it would contain a hot drink without any leakage or disstortion of form. I would expect to be able to hold the cup without burning my hands. Be able to contain the drink in the cup by means of a lid

Failings Paper coffe cups waste paper as they are generally not recycled. Different coffe shops alter their sives so a small cup in Starbucks may not be a small at Costa. Some cups can be flimsy and feel unsafe to carry.

Success They enable Coffee shops to provide a quick service which keeps their customers happy. They keep your Coffee/Tea hot.

Archetype Itâ&#x20AC;&#x2122;s cone shape form Brown or white card Plastic lid

Colour White Brown Dark Red

Affordance For coffee shops the paper cups is very affordable. With a heavy markup on their coffe they can afford to give away a cupto each customer and the necesity to provide an extremely quick service means the paper coffee cup is ideal. Paper is fairly cheap.

Ideas After pin-pointing the faults of the common paper cup I started to form some solutions. I wanted to try and create a re-useable cup that would not be a problem to carry and would be as convenient as the paper cup.

Spring cup

Inner lining

Flat coil spring Outer lining Birds eye view

side view

Plastic screw-top lip

side view

Outer lining

Birds eye view

Coil spring skeleton

Cup

Lid

Plastic screw-top lid

Extend cup and fill with cold or hot drink. The cup is double lined with an air gap seperating your hands from the hot water

The plastic lid screws to the top of the cup which ensures that your drink doesnâ&#x20AC;&#x2122;t spill

When you have finished your drink, shake the cup dry, turn it upside down and compress the spring. Then simply screw the lid over the top of the compressed cup to keep it secure

In itâ&#x20AC;&#x2122;s compressed form the cup would be no bigger than a current coffee cup lid. This means it can be transported easily and would even fit into a jacket pocket

Toilet Seat

Function Designed It would seem that from the ridged design of the cups body that it was intentionally designed to contain a hot drink.

Alternative Can be used to hold water May be re-used as a desk tidy Can be used to protect grapes etc

Success They enable Coffee shops to provide a quick service which keeps their customers happy. They keep your Coffee/Tea hot.

Archetype Itâ&#x20AC;&#x2122;s cone shape form Brown or white card Plastic lid

Colour White Brown Dark Red

Spring-back Toilet Seat One of my personal pet-hates is people weeing on the toilet seat, so when I was asked to re-design an object I thought it would be a good idea to see if I could come up with a solution.

The seat is always in an up-right position (much to the dismay of many a woman), held by a strong spring.

If you need to sit on the toilet then you pull the seat down (there is always a worry of germs when touching the seat, but in theory you should be touching a much cleaner seat)

When seated your body weight keeps the toilet seat in place

When finished, the toilet seat retracts back to its upright position. A soft close mechanism would help prevent any loud bangs or damage to the seat

An exercise in kerning and letterspacing. The three words where chosen deliberately because of their awkward characters. The C in ‘illicit’ can stick out like a sore thumb if the space between it’s neighbouring ‘I’s isn’t perfect and the same applies with the V of ‘Ardvark’.

I picked up the paper — complete with free sports suppliment — and M paid for it. I think it cost around 20–30 pence. N The two main dashes are en dash and em dash. Their names derive from typesetting when the smaller dash was the size of a capital N and the larger dash the size of a capital M. An em dash is used to indicate ranges, i.e ‘aged 20–30’, or connections, for example ‘Mother–Daughter relatioship’. An em dash is used to show a change in direction of dialect, i.e ‘His name was—What was his name?’

nce upon a timeâ&#x20AC;Ś

...Ellipsis were used to omit unwanted or unnecessary dialect from text (usually found in quotations)... and lived...

â&#x20AC;Śhappily ever after.

typex tty yyp pex

Food Up Front How do you encourage 16- 24 year olds to grow their own fruit and vegetables

current campaigns BBC dig in

We began the project as a class by looking at existing campaigns that are similar to Food Up Front. We looked further into the BBC’s recent DIG IN campaign which aims to generate interest home grown food through internet and television.

in g i d / k u . o c . c bb © BBC 2010 Published by BBC Learning, MC4 A4, Media Centre, 201 Wood Lane, London W12 7TQ

The ‘Dig In’ campaign run by the BBC is aiming to tap in to the growyour-own food mentality that has arisen from the thrift-conscious effects of our current recession and growing concerns for sustainability and the environment. The campaign is predominantly internet based, displaying growing tips, seasonal growing times, gardening forums and instructional videos that give

the website as they have run out due to high demand, all evidence of a successful campaign. The project even focuses on what to do with your produce after it has been harvested. The website contains a section for recipes and a successful message board where participants can share their thoughts and make suggestions and keen gardeners can leave words of advice (or in the words of the

The promotion for the campaign has taken many directions with mentions on programmes such as, the Green Balloon Club, CBeebies (aimed at children) and it also has a regular slot on Gardeners’ World were a weekly update from its Dig In garden where Gardener, Toby Buckland also offers advice and tips to growers. Encouragement also comes in the form of the Dig In bus which tours

step by step guides of how to sow and grow a select group of crops, ranging from beginner to the more experienced gardener.

campaign, ‘Sow what they Know’).

around the country, providing help and advice for participants and continues to make people aware of the campaign and provide seed packs for those who wish to get involved.

Along with this they also have a physical aid to the campaign, by request through e-mail or post you will be sent a free envelope of the seeds that have been chosen for that year. The seeds for 2010 are currently, basil, carrots, courgettes, mixed salad leaves and French bean seeds. Last year it was carrot, beetroot, tomato, squash and lettuce seeds. You also receive a simple booklet with everything you need to know about growing your produce. From responses on related forums it seems that when the campaign was launched the BBC where inundated with requests and currently you are no longer able to get the seeds from

The BBC has adopted a very playful approach in the way it communicates to its audience. Quirky animations and simple wording suggest that a large part of the campaign could be aimed at the younger generation, I assume with the intention to instill habit early on so to carry on the ecological trend. This is also evident in the simplicity of the program. They are not suggesting that you leap up from your sofa, grab a shovel and begin digging over half of your garden to create an urban farmyard but instead select 4 or 5 simple pot projects each year, an approach that reminds me very much of the BBC ‘Bite-size’ campaign that intended to make revision easier for children by a series of quick mock questions online.

Last year saw 87% of participants create a permanent vegetable patch. Many groups have joined in this campaign, including the Scouts who are shown a video to encourage them to grow either at home or at their Scout Local Head Quarters. Communities have come together to share land, resources, advice and encouragement.

user research If we were to come up with a soluton for 16-24 year olds we would need to get a better understanding of their current opinions on growing and consuming fruit and vegetables so we carried out some user research by means of questionaire. We asked each person the questions below

Mikey

Laura

Sophie

22 year old student

20 year old student

24 year old graduate

1. go to a restaurant or cafe 2. my friends would probably be mocking but curious 3. the sun advertising their world cup coverage 4.

i suppose technology is ‘cool’ to our age group, but i wouldnt say im influenced by anything really, especially judging by the state of my cell phone and lack of an ipod

5. i like to play badminton and go to the pub and generally socialise 6. earn it

you wake up one day and supermarkets and grocery stores don’t exist, you look in your fridge and all of your cupboards and there is nothing. Food has disappeared? How would you go about getting food?

2. you are standing with all of your friends. They are all talking about hobbies and you say that you like to grow your own vegetables. How do they react?

Chloe 24 year old office worker

1. find out how to grow my own food or eat my cat

3. what recent advertising or marketing campaigns tha are aimed at your age group have recently caught your attention?

2. I think they’d be pretty jealous and want to eat them

4. technology & intelligence

every age group has something that’s considered cool and influences the majority of that age group in some way. What would you say are modern trends specific to you? what’s cool to use, say, speak, have, do, etc? What influences you?

5. what do you and your friends generally do in your free time? Do you have any hobbies? 6. do you prefer to work for something and know that you’ve earnt it or prefer to have something given to you?

3. I can’t think of anything...

5. eat, watch films, bike ride once in a blue moon 6. work

1. my nan and grandad grow fruit and veg so I’d go there

1. order a takeaway or go to a pub or restaurant for food

2. cool, I might join you

2. probably quite interested, guess that comes from going to an agricultural college though

3. the Addidas adverts on television, Stella Artois, Marks and Spencer food 4. facebook, Twitter, Blackberries, Celebrity looks, magazines, clothing and music 5. socialising with friends and alcohol, clubbing, cinema, dinner dates and going to the gym

3. the babies on rollerskates (evian) and the dog wearing a wig (orange) 4. facebook and music 5. go to the pub, watch films. have no hobbies 6. work and know that it has been earnt

6. a healthy mixture of both

Tom

Lucy

18 year old student

1. I would look for animals to hunt and look for natural fruits and nuts 2. they would look at me with a strange look and most probably laugh 3. ones for computer games and also adverts for the world cup 4. facebook would be the main one and also the use of text language and smartphones, also celebs also influence our age group 5. prob to sit in the pub chatting or just chatting in general, my hobbies are mostly computer and ps3 6. work for something and know i have earnt it

1. grow my own or hunt food 2. they’d probably laugh, but i wouldn’t mind 3.

the new Addidas advert with the celebs in it, its a good idea to have famous people e.g David Beckham in the advert because everyone loves him :), however t doubt i’d wear trainers designed or advertised by Ndubz

4. laptops, Music, Iphones, Blackberrys 5. cinema, clubbing, listen to music, occasionally shop 6. it’s is easier to get something given to you but i think i’d feel better once i know ive earnt it

Tessa

Rachel

Nick

Megan

19 year old dancer

21 year old student

16 year old student

1. order it online to fill the cupboards and then order a take away for right then and there 2. they probably would laugh and think it was funny but if it was something I enjoyed then they’d be cool 3. cant think of many but Talk to Frank with the stuffed dog was funny therefore i remember it 4.

facebook and Twitter have both definitely taken over our lives, every time you go out cameras are there just for pictures to put up, if some one says something funny automatically it becomes some ones facebook status or you might add yourself to a quirky group so you look funny and random.

5. hang out with friends, watch films, pub, clubbing, go for something to eat, drinking. No hobbies really 6.

obviously it is nice to receive a small gesture if you are low on money on your birthday or something, but generally i like to know that i have earnt all my money and that i can supply for myself

1. I would grow my own food, but until my own food was ready to eat i would go to Nuneaton and pinch food from my mum and dad’s allotment. 2. I think my friends at first would have a little giggle but secretly they would be extremely jealous of my hobbie and want there own vegetable patch too 3. nothing really 4. Jesus influences me! But i guess also my fiance and my family, the music i listen to, the programs i watch alot of things really 5. Free time....what’s that? But i do have a hobbie or two which include dancing and singing 6.

I like both i guess, i like the sense of achievment when i have worked extremely hard for something, but i also like it when i get given things as a gift just for being brilliant and being good at what i do

1. I would grow my own fruit and veg and hunt animals for meat 2. they would laugh and ask me why 3. there hasnt been any aimed at my age group recently 4. I’m mainly influenced by my hobbie of computer games and movies, I’d say they are a big influence for my age group currently, along with music 5. we tend to play computer games together or go out and watch a movie 6.

I prefer to actually earn something rather than it just being handed to me, just for the simple fact that it feels more rewarding. However, it is nice to be occasionally spoon fed so to speak, it has to be a good balance really

I would go and either ask my neighbours if they had any food I could have, or I would go kill some animals for meat and see if there are any wild berries or some vegetables from an allotment that I could have

2. most of my friends would thinks its okay/cool as they do it too, but some of my none homeschooling friends would probably find it funny 3. I like the “Compare the Meerkat.com” ads, they rock and are so funny, especially when they do the tune and he goes “simples” haha 4. cool to use - touchscreens, cool to say - emoc, cool to speak - not sure, cool to have - your own laptop, cool to do - something new, interesting, unusal 5. we either go shopping or talk online, sometimes me and my friend go to the gym 6.

I like to work so I can say “I paid for this myself” cause also it makes me look after it more carefully, although I do like to recieve stuff, but suppose earning it myself is better.

user profiling

Each member of the class carried out their own user research, this research was then gathered together for a user profiling exercise. We took our strongest question responses and created profiles for these characters. After we had each completed our profiles we compared them all to try and pin-point common attributes of ages, occupations and interests to see if there was evidence of a pattern or average.

After each group had collected information from each of their groups we created profiles of each person. These profiles where then combined to create these â&#x20AC;&#x2DC;personasâ&#x20AC;&#x2122;. Personas are fictional characters that are based on averages. They tend to be used commonly in design and marketing.

brainstorming

Each of us had taken our research away and had begun to generate some initial concepts for a solution. We met again to discuss our current ideas and work together in forming some solid concept. The class split the solution in to the 5 steps of a possible campaign; ‘finding out’, ‘getting it’, ‘sewing’, ‘growing’ and ‘spreading’. We then wrote our ideas on sticky notes and placed them into the relevant category.

This was a quick fire excersise and by the end of the day we were to form seperate groups and settle on one idea to run with. Myself and two others, Nikki and Joel, decided that we’d like to work together on a campaign that would encourage children to grow vegetables through a pocket money scheme.

f f t h e o o d r o n t

concept

Our initial idea: A pocket money/ entrepreneurial scheme where young people between the age of 16-24 would be encouraged to become a member of â&#x20AC;&#x2DC;The Food Frontâ&#x20AC;&#x2122;. They would work alone from home with online support from the campaign. They will introduce themselves to their local area as a member of the campaign and offer local residents the opportunity to buy fresh fruit of vegetables that they will personally grow.

I live a healthy lifestyle and see it as a fitting job I already grow my own, just didn't think to sell it An opportunity for some independence It has other social benefits I already grow my own

apply become a member

spread the word

sowgrowand

harvest

earn

deliver

Areandyouveinterested buyinregpf?ruit g from yourinlocal I already grow my own I don't eat much fruit or veg I like the idea of organic food It's nice to see children involved with the community It saves me a trip to the shops

Display your food front sticker in your window so your rep knows to call when their produce is ready

apply Young people would find out about the campaign from the Food Front website, through marketing material or through word of mouth. If they are interested in the idea of growing fruit and veg for money and would like to become a Food Front member then they can apply for memberaship either by filling out a physical form or applying online.

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The Food Front is giving you the opportunity to have fresh organic fruit and vegetables delivered to your door (at less than supermarket prices!) Grown by a young Food Front representative from your area you will also be supporting the youth of your local community! Not only does the food front team grow the produce from home but they can also make use of your unused garden! Rent out a patch to a Food Front representative and reap the benefits of fresh food grown under your control!

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the pack The Food Front member would receive a welcome pack which would give them most of what they need to get started:

• Flyers to give to their local community to make them aware

of the scheme and the service that the Food Front mem ber offers them.

• A welvome booklet that gives the young person an outline

of the scheme, help and advice for campaigning, growing and how to run their own business. It would also include news and stories from other members.

• As they will be required to introduce themselves to

neighbours and others in their community then they will also receive an official identification. This helps to give the worker a sense of pride and also it helps to re-assure any doubts of authentidity for their customers.

• They also receive some small freebies to get them started;

a pair of gardening gloves, a selection of seasonal seeds and some small pots to start growing them in.

price comparison

v e g e t a b l e / f r u i t t y p i c a l p u r c h a s e p r i c e e x p e c t e d y i e l d c o s t o f h o m e g r o w n a v . s u p e r m a r k e t c o s t s a v i n g Cucumber

£1.50 a plant

30-40 per plant

5p each

£1.10 each

£1.05 per 1

Tomatoes

£1.50 a plant

3kg a plant

50p a kg

£3.56 a kg

£3.06 a kg

Courgettes

£1.50 a plant

30 per plant

5p each

43p each

38p per 1

Mangetout

£2.50 seeds

3kg m2

83p a kg

£6.62 a kg

£5.79 a kg

Baby carrots

£1.50 seeds

6kg m2

25p a kg

£3.30 a kg

£3.05 a kg

Leaf salads

£2 per seeds

2 to 6 bags

33p - £1

£1.47 - 125g

47p - £1.14

Strawberries

£1.50 a plant

2kg - 6 plants

£3-£4.50 a kg

£4.36 a kg

£1.36 a kg

Raspberries

£1 - £2

2kg per bush

50p-£1 a kg

£9.97 a kg

£9.47 a kg

We thought it would be useful to find out how much somebody growing their own fruit or veg could look to earn from their crops. We found an article on the ‘Which’ website that showed the difference in cost of how much a supermarket would charge for a kg of produce to how much it would cost you to grow your own. Obviously it will be cheaper to grow your own produce but the price differences were suprising, some of which nearly had a 1000% mark up. This would mean that the Food Front member could heavily undercut the competition and still earn a fair amount from their produce.

prototype animation

feedback

We felt that we had taken the concept as far as we could with our current research and we we felt it was ripe enough for some feedback. We went to a London street near a school and a local health food shop and asked the parents and children that past by what they thought of our idea.

“Yes I would get involved and buy... At my children’s school they have introduced enterprise schemes before so it would not be a foreign concept to them” - Julie

“I think it is a good idea but you should be looking at getting 5 to 11 year olds first” - Stacy, Milly and George

“It sounds like a lot of work and children now are used to computer games and it would be such a demand and probably end up discouraging them from liking vegetables” - Margret

“I dunno if a kid should do it? Have you seen the kids around here? I think if the kids grow them that’s a good idea but the teacher should sell them” - Mark

“Yeah that sounds sweet... 12 and up sounds like a good age to start and then have time to carry it on” - Simon

“Yes I think I would do it, I like to grow flowers with my sisters at home” - Karen

“It sounds lovely. I think the younger the better and then they grow into it and then they could make a business but the interest needs to be there” - Sarah

“His nursery get them to grow things... so I think there is a novelty of growing something and then being able to eat it. - Katie and Jake

online group

Tom Osborn In terms of the brief, i like it and could see a market for it (with all my years of expericence obviously) .Combining the market for local independent produce and the selling tactic of getting young people involved is a good one. Have you considered/talked to groups like the beavers/scouts/guides etc? As they probably have a badge for this kind of thing and would have some expericence in getting it to work? In terms of the outline, its nicely presented and well laid out. Jade Wright Yes it would work, however how would you know if they were actually growing them? I bet students would grow vegetable if they got paid for it.... free veg + money = funtown. For younger kids though maybe tickets to go places would be better than money e.g alton towers or something?

We also created an online group through Facebook where we encouraged people to comment on our idea. We uploaded our prototype video and a general overview of intentions.

James Alec Viney I like this animation video, makes sense and i think it would appeal to quite a few people to different generations especially the younger. Megan Je Brown I think its a good idea, gets kids outside, and helps those who cant sit still actually work and do something, and makes kids feel proud to bring home their veggies to their parents and eat them. Also teach them to look after things but kids with not much money, or parents who wont help them, they would need help themselves, to start it, so maybe include things that will let them?

Ali Knowles Money for growing… thats a good way to make some pocket money. How much you talking? I’ve got a harvest nearly ready for the picking…

Helen Brownlie Love it! My thoughts: 1. Include compost in the starter pack. 2. Perhaps you could include recipe ideas relating to what they’ve got in the veg boxes to encourage people to shop seasonally and continue using the service. 3. Money - I think kids will go for the cash, definitely! 4. You could encourage schools to take up the scheme - each child interested gets a starter pack, the seeds are sown in school and looked after in the school grounds, might get more kids involved. 3. Possible developments could include setting up community vegetable patches or gardens, which the local youth take responsibility for.

Katie Haukeland i love it, where is my box of equipment? i want to start growing my own veg!

WWW website

parents and children

representative

food front worker

business model The feedback we received was overall very positive but it lead us to re-think the framework of our idea, so we came up with this new business model. Food Up Front would front the campaign lead by a group of volunteer reps and a dedicated website. The initial contact would be through schools and youth groups and it would only be through development that a yung person may decide to work on their own in their own community, however if they choose to do so they will always have support from their reps and Food Up Front.

youth groups

school

local residents

business roles

The food front program is an adaptation of the framework that food up front has already constructed. The campaign will be launched using promotion through a devoted website and campaigning at schools and youth groups which will lead by local volunteers or reps.

food up front website The website will be a crucial element to launching the campaign. Itâ&#x20AC;&#x2122;s initial job will be to inform potential reps on how to apply and what the aim of the scheme is. It will introduce schools to the campaign and possibly make a start in recruiting food front workers. When the campaign is in motion it will act as a hub for reps, workers and affiliates to communicate. Reps can inform food up front of their progress or discuss any queries they may have, food front workers will use the website to communicate with others involved, sharing stories and tips and with an ranking system in place there may be room for some healthy competition.

Newsletter Alongside the website all that choose to be involved in the campaign will receive a monthly newsletter informing them of upcoming events, changes to the scheme and general info as well as stories, advice and other additions such as recipes or interviews. This helps to keep an on-going connection with participants

food front rep

Information packs

The food front rep is a volunteer who will be sourced through promotion or more than likely be one of food up fronts current volunteers.

The first stage of the marketing campaign will be three information packs Pack one will be aimed at reps, introducing them to the aim of the campaign and what their potential role may involve.

Pack two will be given to schools and youth groups with the intention to make them aware of the campaign, give them the information they need to get involved and arrange for a local rep to visit their school and hopefully begin to gain the interest of their students.

Pack three is aimed at our young audience, it will be an introduction goodie bag, this pack is attained by means of application. The potential food front worker fills out form to express their interest and they are sent this pack to get them started in their personal campaign.

Their initial job is to promote the campaign to schools and youth groups to try and recruit youth workers. They will work alongside the schools to either try to place the campaign in to the schools curriculum or introduce it as an after school activity. They will aim to encourage the youth workers to consider taking the campaign to their local street and be their for support and guidance if they choose to do so.

schools and youth groups

food front worker

Schools will be the main audience for visiting reps. They will try to be encouraged to either adopt the scheme in to their curriculum or support the program by working alongside the rep in creating an after school activity where children will learn how to grow their own crops. Parents or Guardians of the students may also be encouraged to consider volunteering as a food front rep.

Either due to introduction to the campaign through school or from word of mouth and info from the Food Front website the food front worker is the hopeful outcome of our campaign. They are aged between 12 and 20 years old and are self driven food growers who work in their local community. They sow and grow fruit, flowers and vegetables which they then deliver to their local community in exchange for cash. They will also be key in spreading the word back to their class mates or any others interested in the program.

The campaign may also capture the interest of younger children between the ages of 5-9 therefore reps could approach infant and junior schools where they would involve the parents and the children. Parents would be encouraged to help their children out of school.

local residents The local resident will benefit from a supply of fresh

Like schools, youth groups like Scouts, Brownies or Cadets will also be approached with the hope that the project may be able to be incorporated in to their program.

fruit of homegrown, organic vegetables at a sum lower than that of chain stores which would be an obvious benefit for the elderly or those with busy lives. It also gives them a chance to support local youths in doing something constructive and possibly create some social connections

conclusion

It teaches you where food comes from

It’s tasty

The participants will be involved with preparing, nurturing and growing the food. This will give them insight into where their food comes from and what is necessary to grow it

Organic food without pesticides tastes much better than packaged and treated food from the supermarket Motivate and encourage 16 to 24 years old

It teaches you the value of nurturing something

We asked people of this age group and from other age

As they keep watering and tending to the plants, they will see the stages of development, and how the plants vary in the way they grow

groups, to see what they might consider would improve the motivation of 16-24 years old people and encourage them to carry on with growing their own food.

It brings delayed, rather than instant, satisfaction

Change attitude towards growing their own food

Can teach young people that somethings in life cannot be instant and waiting and hard work reaps benefits

Some young people wont eat fruit and veg out of habit or because they prefer other foods, building their personal connection with the fruit and veg will hopefully encourage them to think about putting it on their own plate or at least consider it.

It can save you money It puts you in touch with the seasons/weather Having to be aware of when some plants will grow and others will not will help them realise the effects of nature It can alter buying behaviour The realisation of how easy and cheap it is to grow your own food and how tasty home grown fresh produce is it will hopefully result in the participants being more aware of what they are buying in the shops They are in control If they don’t want to grow something they don’t have, they might want a lot of one vegetable but not much of another they can vary what they grow depending on their own wants and needs

Realistic for Food Up Front in terms of budget and volunteer time A few things will be required to start it off Volunteers will be needed to act as the reps so as to give each area or community a person that can lead the project and oversee the work of the people involved . Participants will have a point of contact, for advice, restocking etc. They will need printed media for the packs to send out to people, including printed leaflets, ID Cards, progress charts, information sheets etc Seeds, gloves and pots etc will also be a consideration when looking at budget costs