良食re: proposal by zzLL

MARKETING AND DESIGN

Client Studies

Marketing Research

Marketing Mix: 4Ps and 4Cs

SWOT Analysis Positioning Map Value Opportunity Analysis and Project Goal Setting

Project Statement and Project Objectives

CASE STUDIES

C O N C LU S I O N

PROJECT BRIEF

S E L F-R E F L E C T I O N

REFERENCES

INTRODUCTION

_ Reinterpret food education knowledge to create a sustainable movement, in order to enhance young adults health consciousness and change the dining out eating ecology in Hong Kong to become healthier. _

Hong Kong has been under the inďŹ&#x201A;uence of Eastern and Western cultures, diverse of restaurants stands in great numbers. Meanwhile, Hongkongers forced to be eating out people in terms of Hong Kong s fast-moving pace, behind dining out exists kind of potential risks which is harming health. Yet, the locals are lacked cognition about the food nutrition and origin since the Government is not enough publicity about food education, it caused eating ecology in Hong Kong inclining to be negative. There is an opportunity for The Centre for Food Safety (The CFS) to hold a campaign to deeply convey the knowledge of food education and popularise healthy diet habits to raise the health consciousness for younger generation.

KEYWORDS #FOOD CULTURE

#HEALTH CONCEPT #FOOD SAFETY

#NUTRITION INTAKE

& HYGIENE #ORIGIN COGNITION

#FOOD EDUCATION

_01 INTRODUCTION

ABSTRACT

IDENTIFYING OPPORTUNITY

Social Healthy diet habits are unpopularized in HK Negligence on daily nutritional intake Dining out as the main social activities KOL hits the trend to the community to raise people's curiousity for trying new food

Economical Local business environment has improved, frequency of eating out is raising Money spent for people s business, Social, dating etc., to eat luxury cuisines Meets economic beneﬁt and Increase life eﬃciency, enjoy rich meal with low-cost and short time Fast-paced lifestyle, lack of time to prepare meal

Culture East meets West culture, which gathered kinds of restaurants in HK Well-developed fast food culture based on the pace of living Simpliﬁed rituals of traditional festival, eating out to replace celebrating traditional festival

Technology Restaurant guide and review website increase people s desire for trying new restaurants or cuisines Well-development of Augmented Reality, raising frequency of people dine out Online delivery released E-payment

_02 IDENTIFYING OPPORTUNITY

SECT FACTORS ANALYSIS

PROJECT OPPORTUNITY GAPS

Social Healthy diet habits are unpopularized in HK Negligence on daily nutritional intake Dining out as the main social activities KOL hits the trend to the community

Economical Local business environment has improved Money spent for people s business, Social, dating etc. Meets economic beneﬁt and Increase life eﬃciency Fast-paced lifestyle

Culture East meets West culture Well-developed fast food culture Simpliﬁed rituals of traditional festival

Technology Restaurant guide and review website Well-development of Augmented Reality Online delivery released E-payment

To balance target audience s ﬁber intake

To discover the cons of processed food

To guide the audience choosing nutrition cuisine in outdoor

To popularise healthy eating lifestyle

To recognize the audience s bad eating habits

Healthy snacks brand

Healthy meals delivery Service

Food Education Campaign

(1 TO 3)

Healthy snacks brand

Healthy meals delivery Service

Food Education Campaign

Guidebook for promoting healthy eating lifestyle

MATRIX

Passion

Time and resources

Potential for creativity

Social impact

Technical skills

CRITERIA

WEIGHTS

ATTRIBUTES

Change Behaviour Educational Playful Happiness

_02 IDENTIFYING OPPORTUNITY

WEIGHTED

PROJECT OPPORTUNITIES

•

The Government provides a few of food education for kindergarten and primary school students, it refers that the young adults mostly are lack of food education knowledge and they need a sustainable education on food to raise its health consciousness.

•

A brand new interpretation of food education can raise its interestingness, Let the public get interests and action force to raise awareness of health.

•

Diverse platforms of an educational campaign can deepen the impression of the audiences and increase their action force of changing behaviors on having meals.

•

Hongkongers are seeking new food culture, especially the younger generation, they have full of curiosity to explore changes and excitement.

OPPORTUNITY STATEMENT

_ To hold an educational campaign for the younger generation to reinterpret food education with interaction, to promote its knowledge sustainably and enhance eating out people's health consciousness. _

U N D E R S TA N D I N G OPPORTUNITY

RESEARCH OPPORTUNITIES

•

To investigate the inﬂuential factors of people who often eat out, its eating habits, and inclinations for carrying out a healthy eating lifestyle.

•

To explore the short term and long term potential risks of eating out people s health.

•

To ﬁnd out the existing food education measures in Hong Kong, compared on its results to the foreign countries.

•

To ﬁnd potential solutions to motivate the target audience decreases the frequency of dining out and had a healthy eating lifestyle.

HYPOTHESIS Major Fast-paced lifestyle and well-developed fast food culture are the main causes of young adults resisting a healthy diet habit. The public existed a concept: "Time is more important than cost", it forced people generally to consider on unhealthy meals.

Minor Young adults wants to pay attention to their health and maintain a healthy lifestyle, but they have no clue on building healthy eating habits.

RESEARCH TARGET GROUP AND SUBJECT 18 to 24 years old young adults •

Dining out is frequently involved in their daily lives and social activities.

•

Starting to pay attention to build a healthy diet lifestyle with age growth and irregular sleep patterns.

METHODOLOGY AND PROCESS Primary research

Secondary research

Site visit Online survey

Article review Book review Case studies

TV programme review Documentary review Research ﬁndings

PRIMARY AND SECONDARY RESEARCH AND ANALYSIS

Objective of Food Education

_ 0 3 U N D E R S TA N D I N G O P P O R T U N I T Y

To rediscover the knowing of Food , realising the food s origin and process, taste, nutrition to reﬂect the importance of food: Food, lives, and environment coexists , how a human being depends on food for living, Through the learning outcomes to gratitude on food, improve people's taste sensation which became rigid with junk food and realise the traditional food culture of their living places. On the other hand, people expected to learn that having responsibility for their health and environment when choosing food, in which resisting unhealthy eating habits, disappearance of the traditional food culture, harmful food.

Food For Life Partnership Case studies

2013 行動綠生活：新良食運動 Book review The book described the existing innovative food education for diﬀerent age group of the public in local districts (Taiwan) and worldwide, listed the key strategies that succeeds its education and changes the public's mind and behavior about food.

A campaign which hold by the UK's schools and society, to improve the school's eating arrangement and educate children knowing what the food is, in which to change the food culture of the UK, decrease the frequency of dining out in every families. The campaign provide ﬁve ranges of education strategies in case to combine schools, companies and soicety to make changes on the eating ecology: • Standardize the school food to use local organic food • Planting vegetable on campus • Cookery tutorial • Countryside outing tutorial Not only wants to train student to be particular about food, but also provides life skills for them.

視點 31: 食物教育 TV programme review

Japan legislated food education in every stage of school to let every age group of students know the food knowledge in an interesting way, included: planting, feeding, interaction with farmers and eating local food ingredients for getting to know the food knowledge and inheriting historical food culture, in case to strengthen children s a strong taste sensation since they can not recognize the real taste because of fast food culture. Also, it is a life education in which to build a thankful heart for food.

Competitively, there is a few action force for Hong Kong Government for legislating food education to supervise students health, for instance: The basic knowledge of food nutrition intakes cognition only included Primary schools' General Studies till to the P.6, and it generally educates related food knowledge from the textbooks.

/ In other countries, food education is popularised as the Government and the general public gets active to get rid of diet-related diseases. As for the target group and learning style, those are mainly for children, since eating habits of people's lifetime are fostered in childhood, and conduct outdoor tutorials to give students a ﬁrsthand experience in which can deepen its impresson, enhance the eﬀects on absorbing knowledge and learning outcomes. On the other hand, These are the biggest weakness of food education in Hong Kong, our city s education often concentrated on development on academic, neglected the importance of food education causes students can not have a wellbeing at schoolworks. It is proved that a sustainable food educate on older learning stage of students for pay attention to their health status independently.

Food for Life: Exhitbition Site visit

To ﬁnd out how a NGO provides food education in an interactive way and its potential strategies for motivating healthy

Located in School of Everyday Life, through the exhibition introduce to the audience that how is the food take its journey (from Planting and breeding, making, trading to cooking). Meanwhile, There is a main part for observing the side eﬀect of processed food in detailed. From the exhibition, gaining audiences experience and motivating them a healthy eating lifestyle directly, e.g. green eating, more eating natural organic food.

/ Especially some interaction areas about the food additives, let the visitors to realise that how is the industrialization food processes works and diﬀerent sides of its eﬀect; the origin and types of food additives, the force and its drawbacks of food additives. In order to deeply impress the audiences about the truth of most the food in the market behinds plenty of food processing, exhibit areas are mainly through the smell, sight and touch in the 5 senses interaction to present, in case to realise that most of the food add additive to deceive your taste sensation. In which raising their awareness of their health and nutrition intake, decreasing them to purchase processed food like snacks and meats, even motivate them having healthy meals to replace eating out in daily.

_ 0 3 U N D E R S TA N D I N G O P P O R T U N I T Y

diet habits.

香港健健康數字一覽 Department of Health,2017 Research findings

營養師 Mian Chan: 港人肥胖禍害數據逐樣數 Article review

/ Article written by nutritionist Mian Chan and statistics from Department of Health's research recently posted in 2017, pointed some datas and its factors of the obesity problem in Hong Kong, it found that Hongonger s obesity population staying in high-rank for a long period, it also discovered that the top 5 deadly diseases in Hong Kong are related to obesity problem directly.

Besides, the statistics found that in 18 to 64 years old of local people mainly living an unhealthy lifestyle, including not enough activity amount in daily lives and vegetables intake per day, above factors causes people suﬀering overweight problem universally. Behind the situation, it caused by the public generally not pay attention to maintain a healthy lifestyle. For the result, people will suﬀering kinds of diet-related diseases in a long run, including deadly, choric diseases, which caused by unhealthy eating habit and not pay attention to people s healthy lifestyle.

關於外食（外出用膳）的調查 Online survey research

Expected to investigate the inﬂuential factors of people who often eat out, their eating habits, and their inclinations for carrying out a health eating lifestyle.

Date End October to early November

Total Quantity of interviewees 63 interviewees

Audience Public

Young Adults • Between 18 to 24 years old are the main interviewee group of the survey.

/ The result is signiﬁcant to show that most eating out people s family used to cook meals, but most of them still choosing eating out not bringing lunch box as their time and convenience factors.

_ 0 3 U N D E R S TA N D I N G O P P O R T U N I T Y

Target group

/ Interviewees tend to often eat outside (mostly are 5 times or above per week), and they ordering the food, they are used to order a drink together; when they ordering an drink, there is a large group of interviewees who are not requesting the drink for low sugars/ ice, it reďŹ&#x201A;ects the people may not know widely or pay attention on some potential health risks caused by eating out, such as high sugars intake daily.

About the consideration of eating out people s making choice for the their meals, the concluded result are below: (1st priority) Personal preferences > Cost > Nutrition intake > eﬃciency > hygiene ( last priority)

/ Compared with the eating out people and non-eating out people about the satisfaction of their health status, the resulted found that the situations between 2 groups are obviously similar, but there are slightly diﬀerent between 2 groups, in which the percentage of eating out people group s health status satisfaction: 1point (most unhealthy) is bigger than non-eating out people. Also, percentage of non-eating out people health status satisfaction: 4points (more healthy) is more than eating out people groups.

The result shown Nutrition intake are mainly putted on the top priority by the interviewees, It reﬂects the target audience even chosen for eating out, they still focus on their health, they have concentrate on the meal s nutrition value.

_ 0 3 U N D E R S TA N D I N G O P P O R T U N I T Y

Forks Over Knives Documentary review

Documentary referred American physician Caldwell Esselstyn and professor of nutritional biochemistry T. Colin Campbell s research to prove that many diseases, including obesity, cardiovascular diseases, and cancer, can be prevented and treated by eating a whole food, plant-based diet, avoiding processed food and food from animals.

The China Study Book review The study examined more than 350 variables of health and nutrition with surveys from 6,500 adults in more than 2,500 counties across China and Taiwan, to demonstrate the link between nutrition and heart disease, diabetes, and cancer. While revealing that proper nutrition can have a dramatic eďŹ&#x20AC;ect on reducing and reversing these ailments as well as curbing obesity, the text calls into question the practices of many of the current dietary programs, that are widely popular in the West.

/ There is no doubt that some serious diseases caused by animal source foods like meat, milk, egg etc., which is including animal protein contained the carcinogen. A vegan lifestyle can tackle above issues in case of resisting animal protein intakes, but not everyone can accept this diet method as it can absorb comprehensive nutrition from the animal and plant foods. For the result, it is better to advocate a diet culture: whole foods plant-based , in which advises people to eat minimally processed things, meanwhile can eat animal foods.

OVERVIEW OF RESEARCH FINDINGS AND CONCLUSION

The eating ecology in Hong Kong are unhealthy, the younger generation tends to dine out rather than eat homemade meals because of a fast-paced lifestyle. Based on the locals are lack of food education and the economic environment, they generally not much concentrate on nutrition value for meals consideration. For the result, the Hongkongers health status is negative nowadays, suďŹ&#x20AC;ering diet-related diseases become serious in Hong Kong and must tackle as soon as possible. Nevertheless, education in Hong Kong mainly focuses on academic, neglects students health and the importance of food education, the health education about balanced diet only contains the Kindergarten and Primary study stage, there is an opportunity for young adults to educate knowledge of food and diet in case of a sustainable education for build a healthy diet lifestyle to maintain a well-being health status.

_ 0 3 U N D E R S TA N D I N G O P P O R T U N I T Y

MARKETING AND DESIGN

CLIENT STUDIES _

Slow Food is a global is a grassroots organization, founded in 1989 to prevent the disappearance of local food cultures and traditions, counteract the rise of fast life and combat people s dwindling interest in the food they eat, where it comes from and how our food choices aďŹ&#x20AC;ect the world around us. Slow Food believes food is tied to many other aspects of life, including culture, politics, agriculture and the environment. Through our food choices we can collectively inďŹ&#x201A;uence how food is cultivated, produced and distributed, and change the world as a result.

Mission To ensure everyone has access to good, clean and fair food, and protect the diversity of Organism, promote food education, and linked between producers and consumers.

Core Value

#SINCERE

#FAIRNESS

#EFFECTIVENESS

#RESPONSIVENESS

#UNREMITTING

_04 MARKETING AND DESIGN

Background

MARKETING RESEARCH Hong Kong’s Action on Salt and Sugar Reduction

•

A social campaign by Centre for Food Safety.

•

Mainly post some unhealthy nutrition facts about the food which the public usually eats via social medias.

•

Organise cooking competitions, changing competitors behaviour on cooking, e.g. add a few ﬂavouring for ﬂavour dishes.

•

Hold talks, sharing the professor experience on having healthy eating habits, motivate general public focus on their oil and salt intake while having a meal.

_04 MARKETING AND DESIGN

Farmer’s Fridge

•

A vending machine that sells fresh salads and fruits since Chicago Garvey Food Court stood plenty of typical fast food restaurants.

•

The products aimed included nutritional balance, its ingredients provides rich of protein.

•

The selling mode is a key to make city people become easier and more convenient to eat healthily.

EatSmart Restaurant App

•

Encompasses the information of EatSmart Restaurant throughout the territory, including addresses, telephone numbers and cuisine types.

•

Searching the nearby ESR via GPS navigation function.

•

Objective: Let the city people maintain healthy dining lifestyle, choosing healthy meals rapidly when dining out.

MARKETING MIX

4Ps

4Cs

Product

Customer

Educational campaign

18 to 24 years old young adults

Price

Cost

Free/Low

Get interested in joining the campaign due to the low price or free

Place

Convenience

higher education institutions, Universities

Join the campaign in nearby school

• • • •

Online promotion (Social media, online service/game) Event (Workshop, game) Publication (booklet, poster) Exhibition

•

Realise that behind the safety and health facts about the food s when dine out. Promote healthy eating lifestyles/ methods.

SWOT ANALYSIS

Strength

Weakness

Innovative

Range of Promoting target audience is not wide

High Interactivity Convey the key message and leave a deep impression easily

Requires lot of time and eﬀorts on education

Opportunities

Threats

New healthy eating trends are popular in general public

General public is lack of food education

The public starting to focus food safety when dining out

People may not carry out recommended healthy eating lifestyles/methods because of no time

_04 MARKETING AND DESIGN

Communication Promotion

POSITIONING MAP

Enjoyment

Interaction

Feasible

Lifestyle

VALUE OPPORTUNITY ANALYSIS Educational Campaign

LOW

Farmer’s Fridge Adventure

Emotion

Sensuality HIGH

Conﬁdence

Visual

Aesthetics

Tactile

Point in time

Identity

Sense of place

_04 MARKETING AND DESIGN

Personality

Social

Impact

Environment

Durability

Quality

PROJECT GOAL SETTING Educational Campaign

Emotion

Adventure

Playful experience, let audience leaves a memorable impression.

Aesthetics

Visual

Presentable and good graphic style.

Identity

Personality

Unique image of attracting people to carry out our recommended healthy eating lifestyles.

PROJECT STATEMENT _ To hold an educational campaign at higher education institutions that let the younger generation understands the potential health risks caused by processed food which is always involved their meals, and motivate them to carry out healthy eating lifestyle. _

PROJECT OBJECTIVES

•

Deeply learning food education through the campaign, realising what the existing meals actually included and the facts about food safety.

•

Educate visitors a concept of Choosing a cuisine not only consider taste and cost, nutrition intakes and ingredients sources are also important.

•

Popularise healthy diet lifestyles and methods.

CASE STUDIES

URBAN REMEDY PRINT AD _

Inspiration

As an organic food company, a series of poster mainly delivery refuse junk food message, those used a connection between blood vessels and junk food as visually expression.

In the campaign that provides posters and social media for promotion, its design concept can focus on telling people the seriousness of dining out and how its health potential risks are close to people lives, reminds the target audience to pay attention to consider meals choices.

Through the concept conveying, audiences can realize that when you ate junk food, the junk will become a part of your body.

EXPO MILANO 2015: FUTURE FOOD DISTRICT

_05 CASE STUDIES

/ The interactive screens detected what food are consumers taking, it shows the general information and provides 5 infographics to tell the consumer the behind story of the food, including nutrition intakes, calories, provider and origin etc.

inspiration Extend the sustainability of the education is better to promote an eating habit as a trend. In my project, there should be open and transparent to tell the food origin and production process, educating the general public to realise the truth of food before eating, avoiding eat untrustworthy food, let the eating habit extends to the next generation.

VOICE OF GOOD MORNING _

inspiration

Designed by Jim Wong from Good Design, this is an infographic book about how he deďŹ nes the Morning , the booklet presented in a fun and bold way, visually interpreting the information about trivial things in the morning.

About my storytelling strategy, its information contents should be intimate to target audiences lives. For the results, it can raise people s infectious enthusiasm and arouse their curiosity to get to know about the knowledge in a memorable way.

CONCLUSION

_ There is an opportunity to hold a educational campaign for young adults, especially tertiary students, to deeply learning food education and popularise healthy diet habits to raise their diet awareness. The design wi provide a fun and interactive social event to the client. _

DIRECTION OF THE PROJECT The campaign will promote on different platforms, included: • • • •

Online promotion (Social media, online service/game) Event (Workshop, game) Publication (booklet, poster) Exhibition

/ The design direction is through holding the campaign to educate the target audience to know the truth of the food and behind health potential risks. Its expectation is let younger generation pay attention on diet awareness after deeply know about the food education, popularising people owns diﬀerent ways of healthy lifestyle as a trend.

_06 CONCLUSION

PROJEC BRIEF

Introduction Hong Kong has been under the inﬂuence of Eastern and Western cultures, diverse of restaurants stands in great numbers. Meanwhile, Hongkongers forced to be eating out people in terms of Hong Kong s fast-moving pace, behind dining out exists kind of potential risks which is harming health. Yet, the locals are lacked cognition about the food nutrition and origin since the Government is not enough publicity about food education, the overall eating ecology inclining to be negative. The project is going to hold a campaign to convey the knowledge of food education, in order to raise the health-conscious for younger generation.

Project Statement To hold an educational campaign at higher education institutions that let the younger generation understands the potential health risks caused by processed food which is always involved their meals, and motivate them to carry out healthy eating lifestyle. The goal is to encourage the spread the knowledge of food safety, origin and nutrition cognition, enhance health-conscious in younger generation, change the behaviour of deciding the meal choice and improve eating ecology in Hong Kong.

Project Objectives 1. 2. 3. 4. 5.

To deliver the message of serious food safety issue that reiterates the importance of additivefree food. To arouse the awareness of the newer generation healthy lifestyles. To provide food education that reﬂects the relation between food and human lives. To solve the problem of negative eating ecology in Hong Kong, enchance people's tasting food sensation. To improve the situation of increasing diet-related diseases trend in Hong Kong.

Project scope 18 to 24 years old young adults • Most of the target audience are tertiary students, they always concentrate on schoolwork, it caused an irregular living habit that they are concerned. • Full of curiosity, they usually try new snacks or cuisines when hanging out. • Starting to pay attention to their health management with age growth. Exhibition, Social Media, Editorial, Workshop will be applied.

Design Goals 1. 2. 3. 4.

The The The The

message has to be comprehensible by particular target audience. campaign should change the buying habits of target market. interface should be user-friendly and accessible by average educated person. experience has to reﬂect the practical and emotion needs of users.

_06 CONCLUSION

S E L F-R E F L E C T I O N

LEARNING OUTCOME REVIEW _ This is a valuable experience for me to redeďŹ ne design is all about problem-solving. Through the process of design my graduation project, I have realised that to solve a problem contained many stages for deďŹ ning the problem and its needs, it totally inspired my mind to be more logical and well-organised for planning a communication strategy in my design. For improvements, I need to collect information about my design topic comprehensively, in which creating an impressive design meanwhile promote the client s image.

REFERENCES

Books _ T. Colin Campbell, &Thomas M. Campbell (II.). (2006), China Study: The Most Comprehensive Study of Nutrition Ever Conducted And the Startling Implications for Diet, Weight Loss, And Long-term Health, BenBella Books, Inc. 天下雜誌編輯部 . (2013), 2013 行動綠生活：新良食運動 , 天下雜誌

Documentary _ Lee Fulkerson. (2011), Forks Over Knives, Monica Beach Media

_ 視點 31- 食物教育 <http://www.liberalstudies.hk/video/programme.php?vid=thwe15-0028-seg02>

Website _ Jamie Oliver s TED Prize wish: Teach every child about food ¦ TED Summaries <https://tedsummaries.com/2014/01/28/jamie-olivers-ted-prize-wish-teach-every-child-about-food/> Animal source foods - Wikipedia <https://en.wikipedia.org/wiki/Animal_source_foods> 香港健康數字一覽 , 2017 <http://www.dh.gov.hk/tc_chi/statistics/statistics_hs/ﬁles/Health_Statistics_pamphlet_TC.pdf> 營養師 Mian Chan: 港人肥胖禍害數據逐樣數 <https://hk.style.yahoo.com/ 營養師 mian-chan 港人肥胖禍害數據逐樣數 -161951614.html> Food Education - National Geographic Society <https://www.nationalgeographic.org/education/food-education/> 飲食革命三巨頭：從教育做食物改革 - 【30 雜誌】30+BLOG <http://30plus.30.com.tw/article-content_90.html>

_09 REFERENCES

TV Programme