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Date Spring 2011 Course M FA G r a d u a t e T h e s i s Title NO BULL Brief A thesis project is a final project in the graduate degree program. It showcases a full range of skills and the ability to work with a complex project through a proposal, concept d e v e l o p m e n t , d e l i v e r y s t r a t e g y, i n n o v a t i v e i d e a s , conceptual solutions, successful imagery a n d t y p o g r a p h y. Concept M y M FA g r a p h i c d e s i g n t h e s i s i s N O B U L L . Those two words represent an effort to reduce the destructive impact of the beef industry on the global environment.
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“MASS BEEF PRODUCTION PLAYS A SIGNIFICANT ROLE IN GLOBAL CLIMATE CHANGE” —NO BULL
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background
In the world, especially in western countries like the the United States, people are working hard to try to save the environment. There are tons of advertisements about living green, recycling and s a v i n g e n e r g y. W e a r e a l l a w a r e t h a t o u r c a r s a n d coal–generated electric power adversely affect the environment. But not many people know that our diets, especially beef consumptions, cause more greenhouse gases than all other forms of global transportation or industrial practices. At the same time, world beef production is increaing a t a r a t e o f a b o u t 1 p e r c e n t a y e a r. B e e f h a s a l s o become a significant protein source in the U.S. diet, with nearly 70 pounds of beef consumed per p e r s o n e a c h y e a r. T h i s e q u a l s a b o u t 1 . 3 p o u n d s per person per week, which is about the amount of 5 regular patties. For many years, beef reigned a s A m e r i c a ’s n u m b e r o n e s o u r c e o f p r o t e i n . B e e f consumption continues to be strong, and beef remains the most preferred red meat.
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Cost of meat production Worldwide meat production (beef, chicken and pork) emits more atmospheric greenhouse gases than do all forms of global transportation or industrial processes. According to the United N a t i o n s F o o d a n d A g r i c u l t u r e O r g a n i z a t i o n ( FA O ) and the Emission Database for Global Atmospheric Research, the current levels of meat production add nearly 6.5 billion tons of CO₂–equivalent greenhouse gases every year to the atmosphere, or nearly one fifth of all greenhouse gases. Only energy production generates more greenhouse gases than does raising livestock for food.
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p e r c e n ta g e o f w o r l d w i d e g r e e n h o u s e g a s e s e m i s s i o n
Energy production
Livestock production
Tr a n s p o r t a t i o n
Fossil–fuel retrieval
Agriculture
Residential
Manufacturing
Land use
Wa s t e disposal
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c o ₂– e q u i v a l e n t e m i s s i o n s f r o m p r o d u c i n g h a l f a p o u n d o f
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t h i s f o o d c o m p a r e t o c o ₂– e m i s s i o n s f r o m d r i v i n g
Potatoes
0.17 miles (0.13 pound of c o₂– e q u i v a l e n t )
· ·
Apples
0.20 miles (0.15 pound of c o₂– e q u i v a l e n t )
· · ·
0.27 miles (0.20 pound of c o₂– e q u i v a l e n t )
· · · · · ·
0.73 miles (0.55 pound of c o₂– e q u i v a l e n t )
· · · · · · · · · · ·
Pork
2.52 miles (1.90 pound of c o₂– e q u i v a l e n t )
· · · · · · · · · · · · · · · · · · · · · · · · ·
Beef
9.81 miles (7.40 pound of c o₂– e q u i v a l e n t )
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Asparagus
Chicken
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An atmospheric comparison The greenhouse gas emissions from producing various foods can be appreciated by comparing them with the emissions from a gasoline–powered passenger car that gets 27 miles per gallon. The estimated emissions from food production incorporate the assumption that 2,700 pounds of carbon dioxide per acre per year would have been absorbed by forests or other vegetation if the land had not been cleared for annual food c r o p s o r f o d d e r.
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H o w b e e f p ro d u c t i o n l e a d s t o g re e n h o u s e g a s e s The largest fraction of the greenhouse effect comes from the destruction of trees and plants in order to produce cattle feed, like corn, and create spaces for factory farms. The second source is the methane given off by animal waste and digestion. This analysis of the U.S. feedlot beef production system was done by ecological economist Susan Subak, at the University of East Anglia in England.
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Greenhouse gases from cattle farts, burps and their wastes
Fertilizer production for cattle feed
Deforestation for factory farms and growing grain for cattle feed
General farm production
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o b j e c t i v e o f n o b u l l o r g a n i z at i o n
No Bull will reduce the destructive impact of the beef industry on the global environment by informing the public of the current industry practices and establishing a program for social action and reform. Beef production, which is i n c r e a s i n g y e a r l y, i s o n e o f t h e l e a d i n g c a u s e s o f global warming, deforestation and water pollution. Since the United States is the largest consumer and producer of beef, it is crucial that Americans adjust their dietary choices to be in accord with sustainable system of energy production and environmental conservation.
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“ONE OF THE LARGEST PRODUCERS AND CONSUMERS OF BEEF IS THE UNITED STATES” —USDA
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Book T h e O m n i v o r e ’s D i l e m m a / M i c h a e l P o l l a n In Defense of food / Michael Pollan Documentary films A n I n c o n v e n i e n t Tr u t h / 2 0 0 6 D o c u m e n t a r y f i l m Directed by Davis Guggenheim Food Inc. / 2009 Documentary film Directed by Robert Kenner HOME / 2009 Documentary film D i r e c t e d b y Ya n n A r t h u s – B e r t r a n d
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Other resources U . N . r e p o r t , L i v e s t o c k ’s L o n g S h a d o w, 2 0 0 6 Food and Agriculture Organization of the United Nations United Nations Environment Programme International Soil Reference and Information Centre UNESCO-IHE Institue for Water Education Florida Department of Agriculture and Consumer Services Center for Sustainable Systems/ University of Michigan C o r n e l l U n i v e r s i t y ’s C o l l e g e o f A g r i c u l t u r e a n d L i f e S c i e n c e s United States Department of Agriculture (USDA) U . S . E n v i r o n m e n t a l P r o t e c t i o n A g e n c y ( E PA ) Association Of American Feed Control Officials The Humane Society of the United States World Water Assessment Programme T h e N a t i o n a l C a t t l e m e n ’s B e e f A s s o c i a t i o n Environmental Health Perspectives A n i m a l F e e d M a n u f a c t u r e r ’s A s s o c i a t i o n I n s t i t u t e f o r A g r i c u l t u r e a n d Tr a d e P o l i c y Environmental Health Perspectives National Agricultural Statistics Service U.S. Department of Energy (DOE) World Resources Institue The Canadian Wheat Board 2000 Nebraska Beef Report SCIENTIFIC AMERICAN Union of Concerned Scientistst European Union scientific panel Earth Policy Institute European Environment Agency GREENAMERICA.ORG sustainabletable.org Manufactured landscapes Five rivers’ feedyard Michael Pollan World W ildlife Fund eatwild.org D r. A b d u l R a z i q Allianz Knowledge M o n g a b a y. c o m GoodPlanet.info Water footprint meattradenewsdaily CACTUSFEEDERS wikipedia United Nations UN Water
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Beef consumption and background This survey were taken by 85 young educated adults. The result shows that most of the respondents didn’t know beef production is bad f o r t h e e n v i r o n m e n t . H o w e v e r, i f t h e y a r e t o l d about the harm of the beef production, most would be willing to eat less beef and learn more a b o u t t h e i n d u s t r y.
40—49
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GENDER
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Bachelors degree or higher
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US $50k—74k
9%
US$ 36k—49k
6%
7%
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6% 1 %
US $75k—100k
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13%
EDUCATION
>US $100k
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Some College or Associate Degree
Less than a High school Diploma
47%
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High School Graduates, No College
24%
US$ 21k—35k
Less than US $20k
SALARY
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Never
Once a week
Other
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11%
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18%
15%
22%
9%
iiiiiiiii 25%
More than twice a week
Rarely
6%
16%
Once a month
Twice a week
HOW OFTEN DO YOU EAT BEEF?
Don’t care Rarely concern
21%
iiiiii i i 32%
Rarely concern
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Concern
9%
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Taste good
60%
Concern
Highly concern
4%
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27%
IF YOU ARE TOLD THAT GLOBAL POLLUTION FROM THE PRODUCTION OF LIVESTOCK IS EVEN WORSE THAN THE POLLUTION FROM THE GLOBAL TRANSPORTATION SYSTEM, AND EATING A HAMBURGER IS EQUAL TO DRIVING A CAR FOR 10 MILES, HOW CONCERNED WOULD YOU BE TOWARDS EATING LESS BEEF?
HOW CONCERNED ARE YOU IF THE BEEF YOU EAT IS GRASS FED BEEF OR GRAIN FED/ CORN FED BEEF?
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WHY DO YOU EAT BEEF?
Highly concern Don't care
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Easy to prepare
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Have certain idea
Have certain idea
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19%
WHAT KIND OF INFORMATION WOULD YOU WANT TO KNOW MORE ABOUT THAT RELATES TO EATING BEEF?
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Beef production process
DO YOU KNOW THE DIFFERENCE OF GRASS FED BEEF AND GRAIN FED BEEF?
Get involved with the campaign about eating less beef and volunteered to the activities
Don’t care Spread the word
ii iiiiiii 2%
iiiiiiii
ii iiiiii
ii iiiiii
iiiiiii ii 13%
No idea
26%
7%
Donations
6%
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29%
21%
Difference between grass fed beef and grain fed beef
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18%
78%
Start with yourself by eating less beef
iiiii iii
iiiiiii ii
How damaging beef production is for the environment
iiiiiiiii
Things you can do to help
iiiiiiii
No idea
DO YOU KNOW BEEF PRODUCTION IS BAD FOR THE ENVIRONMENT?
Where can you find grass fed beef
iiiiiii ii
Heard of it
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53%
30%
iiiiiiiii 6%
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18%
Heard of it
59%
WHAT WOULD YOU BE OPEN TO HELPING WITH?
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“WHEN SOMETHING IMPORTANT IS GOING ON, SILENCE IS A LIE” —A.M ROSETHAL, AMERICAN JOURNALIST
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the concept of the no bull logo
No Bull from Factory Farming is the statement of No Bull Organization. The goal of the logo is to draw people in at their first glance. With the skull of the bull and the crossed fork and knife, it delivers the message of toxicity of factory farming. This is also the main concept of the organization.
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l o g o a p p l i c at i o n
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The No Bull logo should be presented in a standard and uniform fashion in order to be immediately recgnizable as the symbol of No Bull. Consistent presentation not only maintains the No Bull logo as d i s t i n c t i v e , b u t a l s o m a k e s t h e d e s i g n e r ’s t a s k e a s i e r. T h e g u i d e l i n e s b e l o w s h o u l d b e f o l l o w e d t o e n s u r e t h e N o B u l l l o g o t y p e i s p r e s e n t e d c o r r e c t l y. Clear space Clear space is the minimum “breathing room� maintained around the logo. It should be kept free of graphics, text and other logos. It also defines the minimum distance from the logotype to the edge of a print piece.
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“EACH AND EVERY ONE OF US CAN MAKE CHANGES IN THE WAY WE LIVE OUR LIVES AND BECOME PART OF THE SOLUTION TO CLIMATE CHANGE” —AL GORE
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Ta r g e t A u d i e n c e Yo u n g , e d u c a t e d a d u l t s a r e t h e t a r g e t a u d i e n c e . A c c o r d i n g t o a n i n t e r v i e w, y o u n g a d u l t s t e n d t o c a r e more about environmental issues and they are the group of consumers that eat the most beef. —report
from usda factors affecting u.s. beef consumption
Materials M o h a w k V i a S m o o t h p a p e r, N e e n a h E n v i r o n m e n t p a p e r, F o i l s t a m p i n g , F o i l r u b d o w n s , S c r e e n p r i n t , Book cloth, Cooking twine, Epson inks, Davey board Ty p e f a c e Helvetica Neue, Knockout
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deliverables
Multiple materials can provide a good system to deliver the idea of No Bull to the public. The deliverables help to raise the awareness of the p r o b l e m s o f t h e b e e f i n d u s t r y. T h e s e p r o d u c t s w i l l also promote a reduced–beef diet of half a pound or less of the meat per week. Half a pound of beef is about the weight of a steak or 4 regular patties. An American consumes about 1.3 pounds of beef per week. That is about 70 p o u n d s o f b e e f p e r p e r s o n p e r y e a r. T h e p r o d u c t i o n o f t h i s e m i t s 1 0 0 0 p o u n d s o f C O₂. E a t i n g l e s s t h a n h a l f a p o u n d o f b e e f c a n h e l p t o r e d u c e p e o p l e ’s c a r b o n f o o t p r i n t b y u p t o 6 2 0 p o u n d s o f C O₂ p e r p e r s o n p e r y e a r. C o n s i d e r i n g t h e r e a r e 3 0 0 m i l l i o n p e o p l e i n t h i s c o u n t r y, c h a n g i n g o u r d i e t a n d eating less beef can definitely help.
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Book Introduces the No Bull Organization, describles problems and solutions in detail.
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Posters Distributes information and get visual attention of the public.
Website Incorporates all sources.
Dinning set A set of dinning ware to remind people about the negative impact of the b e e f i n d u s t r y. I n c l u d e s infographics on a set of four plates, knife and fork, a water glass and a mug.
T–shirt A graphic T–shirt to get the attention of the public.
promotional
Packaing Promotes the idea of eating less than half a pound of beef per week. By offering v e n d o r s a p o s t e r, m e a t wrapping papers, a label on m e a t t r a y, a n d p r i c e t a g s that portion the beef in small serving sizes.
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book
The book introduce the No Bull Organization and at the same time expose the environmental issues of the beef industry under current factory farming practices. It also provide solutions to help minimize the damage of the beef production on the environment.
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A set of three posters to promote the idea of No Bull From Factory Farming. It also helps to raise awareness of the negative environmental impact f r o m t h e b e e f i n d u s t r y.
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pa c k a g i n g
A set of packaging materials for vendors that portion the beef in small serving sizes, along with a poster to promote the idea of eating less than half a pound of beef per week. Asking everybody to completely stop eating beef may not be possible. H o w e v e r, i f w e c a r e a b o u t o u r p l a n e t , w e c a n m a k e an effort to eat less.
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{ 5.0 }
acknowledgements
Special thanks to instructors Phil Hamlett and Ariel Grey for the patient guidance. I would also like to give thanks to my parents and sisiters for all their support and love. And to my friends, for their help and support.
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copyright Š Liz Chang 2011 All rights reserved. Printed in the United States of America. This publication is protected by Copyright, and permission must be obtained from the author prior to any reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. Written and Designed by Liz Chang lizchangsiusin@gmail.com +1 415 676 0333 w w w. l i z c h a n g s i u s i n . n e t w w w. n o b u l l f r o m f a c t o r y. o r g School A c a d e m y o f A r t U n i v e r s i t y, S c h o o l o f G r a p h i c D e s i g n 79 New Montgomery Street, San Francisco, CA 94105 Instructors Phil Hamlett, Ariel Grey
Printer EPSON STYLUS PHOTO R1800 Bindery Herring & Robinson Bookbinders 1 0 0 N . H i l l D r. , U n i t 5 B r i s b a n e , CA 94005 415 468 0440 Photography Liz Chang, Flicker Cover stock Davey Board Te x t s t o c k Smooth natural 80lb text MOHAWK VIA Material Book cloth, Foil stamping Ty p o g r a p h y H e l v e t i c a N e u e , C l a r e n d o n LT Te c h n o l o g y A d o b e I n d e s i g n , A d o b e I l l u s t r a t o r, A d o b e P h o t o s h o p , Digital Photo Professional, Canon Power Shot G11