FOODEX FOR SENIORS A Thesis in Process BY YINYIN LIU
FOODEX FOR SENIORS A Thesis in Process BY YINYIN LIU
HI, I AM YINYIN, A GRAPHIC DESIGN STUDENT. LET ME WALK YOU THROUGH THE THESIS THAT I AM CURRENTLY WORKING ON.
NOT EVERYONE HAS CHILD(REN)
BUT EVERYONE HAS (GRAND)PARENTS
OUR (GRAND)PARENTS TOOK CARE OF US WHEN WE COULD BARELY EAT
BARELY WALK
SO, WHO TAKES CARE OF THEM?
ABOUT 20% OF THE SENIORS IN SAN FRANCISCO FACE THE THREAT OF HUNGER. 1
—SFFOODBANK.ORG
SENIOR HUNGER About 20% of the seniors in San Francisco face the threat of hunger. Many of them find that after working hard all their lives, living on a small, fixed income presents impossible choices: Do I pay the rent, or buy food? Do I buy my medication, or buy food? Often they simply can’t afford all of their basic needs.2 The impact of not being able to access quality and nutritious food spans beyond the palpable effects on health, such as obesity and under-nutrition, as hunger can also lead to depression for affected individuals, premature displacement from the community, and inflict excessive burdens on the general health
care system. Food insecurity remains a problem that cuts across race, gender and age among San Franciscans. Seniors are a population that is at high risk for hunger in San Francisco. With the substantial expansion of the senior population in the recent and coming years and escalating health care costs in the U.S., the impetus to be proactive in addressing senior hunger and, thus, preventable health care utilization now and in the future, is both urgent and essential.3
29,629 8,432 2,800
seniors are hungry
seniors are living at/below poverty line
seniors have been helped by meals on wheels program
20% 148,148
seniors are living in San Francisco4
MEALS ON WHEELS ONLY SCRATCHES THE SURFACE Founded in 1970, Meals on Wheels San Francisco is a local, independent non-profit organization supporting local seniors. While Meals on Wheels is doing what they can, but they are resource challenged and need help: San Francisco has total 148,148 seniors (2005-2009 American Community Survey 5-Year Estimates), and 20% of these seniors face the threat of hunger, that is 29,629 seniors. In addition, 8432 seniors are living at or below poverty. So far only 2,800 homebound seniors have been helped by the organization.5 Plus Meals on Wheels doesn’t get federal funding — its operating budget is raised from community partners — individuals, corporations, and foundations,6 so the current food rescue mission needs everyone engaged.
The Meals on Wheels program apparently continues to need more donations to feed seniors because of the huge gap between the large demand and limited resources. Additionally, their focus has been on providing food, and outreach programs like marketing and communication have not been addressed. And although concerned people have often heard about them, they don’t know where to donate. Overall, the organization hasn’t pursued financial donations well and haven’t used the power of social media to get more people involved. So, their current donation strategy has low visibility and limited reach, as such it can be further developed to better meet the needs of their target market.
TABLE OF CONTENTS Project Summary
18
Target Audience
20
Opportunities
22
OGST Breakdown
24
Material Matrix
26
Work Distribution
28
Timeline
30
Three Habits
32
Future Plans
34
Resources & Credits
36
About Me
40
FOODEX FOR SENIORS
18
FOOD IS ONE ISSUE THAT CANNOT BE SOLVED PERSON BY PERSON — WE HAVE TO STAND TOGETHER. —JOSETTE SHEERAN
The Executive Director of the United Nations World Food Program
19
PROJECT SUMMERY
LET’S SUMMARIZE FOODEX FOR SENIORS is a collaborative service-design project with the goal of raising consciousness about the senior hunger issue and making donating easy and accessible in people’s everyday lives. Partnering with Meals on Wheels San Francisco program, the project consists of a series of traditional and non-tradition ad campaigns designed to grab people’s attention as well as motivate them to donate. The campaign will also cooperate with the food industry and be placed in supermarkets, convenient stores and restaurants, making donations will be as easy as the checkout counter at a supermarket. Each donation can be made to a specific district and be tracked. With consequences of their donation in the community and, in the spirit of friendly competition, people will start to talk about it and share with their friends about how many seniors they have helped feed in San Francisco. When everyone gets involved, it’s not just a campaign — it becomes a movement. The campaign will eventually be developed as city-to-city campaign national wide. To allow other cities’ residents and businesses to start to contribute to end the senior hunger. Hunger has long been an issue in our world, but together, we can start to work on this cause locally and lift our parents and grandparents out from the hunger.
FOODEX FOR SENIORS
20
WHO AM I TARGETING TO Grocery Shoppers It’s a good place to remind people that seniors often face food insecurity, by placing traditional-posters and non-traditional campaigns — empty containers in supermarkets and convenient stores that allow shoppers to make a donation when they check out by purchasing our empty containers. Restaurant Customers Many San Franciscans eat out almost daily, so why not give people the opportunities to donate in few convenient ways. We can partner with selected restaurants and make Meals on Wheels Special, and add the option to include a percentage from their customer orders to go to the Meals on Wheels delivery account. Tourists San Francisco has millions of tourists each year, so the campaign will also provide tourists an opportunity to give something back to the city that they enjoyed so much. I will design some Meals on Wheel souvenirs, and add the option to include a percentage from their customer orders to go to the Meals on Wheels delivery account.
21
TARGET AUDIENCE
FOODEX FOR SENIORS
22
23
OPPORTUNITIES
OPPORTUNITIES High Visibility Right now we barely see any ad campaigns around the city about the issue, so we need to let more people know this problem exists. More Ways To Give Meals on Wheels San Francisco has an ambitious mission, to end hunger among the city’s most vulnerable population. However, so far going to their website is the only way to make a donation. So, if people don’t know the organization, don’t know about their website, or don’t even think seniors suffer from food insecurity, without providing more ways to give, it will be really hard to achieve the goal. Transparency People will always question where does their money go, and how their money is spent. This is a common problem of charities, so we need to allow financial transparency. Social Media Social media is playing a more and more important role in people’s everyday lives. But organizations like Meals on Wheels haven’t taken advantage of the power of social media. We need to use the social media to motivate people and show them some kinds of appreciation through this widely using platform.
24
FOODEX FOR SENIORS
OGST BREAKDOWN
O
OBJECTIVE: Feeding more hungry seniors
OBJECTIVE: One thing you need to make it happen
G
GOAL1: Increase numbers of partners’/supporters’ donations
GOAL: The accomplishments that satisfy the objective
S STRATEGIES: The specific
STRATEGIES 1: Partner with more
STRATEGIES 2: Offer partnership
TACTIC 1: Promotional materials
TACTIC 3: Top contributing
businesses: Shopper buys the partners’ special products (housemade/special order section/souvenirs) and the manufacturers will send a contribution directly to the delivery account
benefits: Let people know these business are contributing to help ending senior hunger, so they will more likely to choose partner’s business
plans to reach the goals
T TACTICS: Bring the strategy to life
will be placed in the participating business stores/websites, so customers know they are supporting the cause
TACTIC 2: Get celebrities/famous people involved to promote those special products
business will be listed on the Meals on Wheels website
25
OGST BREAKDOWN
GOAL2: Increase more individual donations
STRATEGIES 3: Special foodex
sections in different vending machines: shopper can choose to buy the products from special section, an extra small amount of money will be charged and go to the delivery account
TACTIC 4: Promotional materials
will be placed onto vending machines, so customers know they are paying a little extra to help feeding hungry seniors
TACTIC 5: Special products have
unique barcode for buyers to track donations to go to a willing destination
STRATEGIES 4: Holiday fund
raising campaign: Make donation easy and accessible in people’s everyday life
TACTIC 6: Place Non-traditional
ad campaign (Empty containers) in supermarkets during holiday season (Thanks giving/X-mas...)
STRATEGIES 5: Transparency in dona-
tions: allowing donors to see their positive impact on the lives of others by contributing to the program
TACTIC8: Allow donations go to a
desired district and allow donation tracking
TACTICS 9: Show signs of appreciTACTIC 7: Empty containers are
designed with unique barcode for buyers to track donations to go to a willing destination
ation to contributors (via social media)
TACTICS 10: Show live status of these donations on a regular basis
26
FOODEX FOR SENIORS
MATERIALS MATRIX
CASE STUDY VIDEO:
The case study video will explain how this campaign is going to work, and what other cities can apply the campaign to end senior hunger nation wide.
27
MATERIALS MATRIX
OVERALL BRANDING:
Logo, letterhead, busniess card, flying logo
TRADITIONAL AD CAMPAIGN:
Some physical products will be designed: posters, souvenirs, special order section on restaurants’ menu
WEBSITE:
Live status of daily donation + tracking system, general introduction about the program/ campaigns
NON-TRADITIONAL CAMPAIGN:
Empty containers campaign will be placed in the Safeway during holiday season. The campaign will make donation easy and accessible: shopper will make a donation directly to the delivery account by purchasing one of the empty containers.
APP:
Content design + How to use + Tracking system
28
FOODEX FOR SENIORS
WORK DISTRIBUTION
PRODUCTION
CONTENT AND DESIGN
WORK DISTRIBUTION OVERVIEW
OVERALL BRANDING
90% ME 10% OTHERS
CONTENT Self-researched + Written PHOTOGRAPHY Self Created + Acquired IllUSTRATION Self Created
PRINTING+BINDING Self Created ANIMATION Thinking To Partner With MPT Student
TRADITIONAL AD CAMPAIGN
80% ME 20% OTHERS
CONTENT Self-researched + Written PHOTOGRAPHY Self Created + Acquired IllUSTRATION Self Created
PRINTING+BINDING Self Created SUVENIORS Store Production
29
NON-TRADITIONAL CAMPAIGN WEBSITE & APP
90% ME 10% OTHERS
60% ME 40% OTHERS
WORK DISTRIBUTION
CASE STUDY VIDEO
40% ME 60% OTHERS
CONTENT Self-researched + Written IllUSTRATION Self Created
CONTENT Self-researched + Written PHOTOGRAPHY Self Created + Acquired IllUSTRATION Self Created
CONTENT Self-researched + Written FOOTAGE Self Created + Acquired IllUSTRATION Self Created
PRINTING+PRODUCTION Self Created +
WEBPAGE+APP DESIGN Self Created CODING Partner With WNM Student
FOOTAGE Self Created + Acquired EDITING Partner With MPT Student ANIMATION Partner With MPT Student
TechShop
30
FOODEX FOR SENIORS
TIMELINE SUMMER 2013 MAY
JUNE
JULY
AUGUST
CLASSES Thesis Development
CLARIFY/BRAINSTORMING PROCESS GOAL
DESIGN EXPLORATION
Clarify Thesis Problems Clarify Deliverables Name Thesis Secure a URL
REFINEMENT PRODUCTION
FALL 2013 SPETEMBER
OCTOBER
CLARIFY/BRAINSTORMING DESIGN EXPLORATION REFINEMENT PRODUCTION
NOVEMBER
DECEMBER
CLASSES Direct Study Motion Graphics Nature Identity
PROCESS GOAL Branding Design Flying Logo Poster+Menu+Other Collateral materials Begin packaging
31
TIMELINE
SPRING 2014 JANUARY
FEBRUARY
MARCH
APRIL
CLASSES Direct Study Packaging Two Elective: Book Art or Other
CLARIFY/BRAINSTORMING DESIGN EXPLORATION REFINEMENT
PROCESS GOAL
PRODUCTION
Packaging Website+App
SUMMER 2014 MAY
JUNE
JULY
AUGUST
CLASSES Professional Practice
CLARIFY/BRAINSTORMING PROCESS GOAL
DESIGN EXPLORATION
Case Study Video Shooting Case Study Editing Case Study Animation Website+App
REFINEMENT PRODUCTION
FALL 2014 SPETEMBER
OCTOBER
NOVEMBER
DECEMBER
CLASSES Portfolio
CLARIFY/BRAINSTORMING DESIGN EXPLORATION
PROCESS GOAL
REFINEMENT
Thesis Book Final Presentation
PRODUCTION
FOODEX FOR SENIORS
32
THREE HABITS
INSIDER SECRETS ON WORKING SMART AND STAYING CREATIVE. 100 HABITS OF SUCCESSFUL GRAPHIC DESIGNERS
33
25.
FIND AN EMOTIONAL CONNECTION WITH YOUR AUDIENCE.
28.
DEVELOP BRANDS THAT BOTH REFLECT AND INFLUENCE CULTURE.
90.
PATERNERSHIPS AND STRATEGIC SYNERGIES
It’s always easier for people to get attracted to something that they feel connected with. Creating an emotional connection is important because, only when the audience feel the connection, will they respond to the project.
In order to reach and influence the audience, a brand should live in its audience’s everyday life. Rather than just being on single media and having limited respected levels. This tall order involves a process that purveys to the audience an emotional connection to the brand and places it in the general suffusion of culture over a variety of human experiences.
Two heads are better than one. Any project could get twice the result with the half effort if it’s done by the right group of people rather than just one individual. It’s crucial to know the importance of team work, and extend the most capability of oneself and cooperate with other talents.
THREE HABITS
FOODEX FOR SENIORS
34
FUTURE PLANS
I HOPE I WOULD USE WHAT I AM GOOD AT TO MAKE A CAREER.
35
01.
MAKING IDEAS INTERACTIVE AND FUN
02.
MAKING A BRAND LONG LASTING
03.
PROVIDE SOCIAL IMPACT
The fun theory always works well in the real world. Whether to introduce an idea or tempt people to remember a brand, the best way is to get people involved with it, have fun with it. Then it will be remembered. I really like doing interactive ad campaigns and I always believe that a good idea is supposed to go across media. I think one of my desired job is working in an ad agency and develop interactive/ non-traditional campaigns. Interested Firms: Google, DDB San Francisco, BBDO San Francisco, Amazon Advertising, Y&R San Francisco, Tribalworldwide
Branding is a big part of graphic design, it’s about positioning the company/organization in the market and build strong connection between the brand and its people. In the book The Brand Gap, branding is a person’s gut feeling about a product, service, or organization. I’m interested to be involved building this long lasting gut feeling. Interested Firms: IDEO, Frog, Movingbrands
As one of the purposes doing this thesis, I think another future opportunity that I am interested to do is to use my creative thinking and design ability to help solve some social problems and make the world a better place. Interested Firms: I Shot Him, Tomorrow Partners and Freerange Studios
FUTURE PLANS
FOODEX FOR SENIORS
36
RESOURCES & CREDITS
I WILL WORK MY THESIS WITH THE ASSISTANCE OF OTHER TALENTS.
37
01.
WEBSITES:
02.
ARTICLES & SURVEY REPORTS:
03.
CONTACT LIST:
RESOURCES & CREDITS
Meals On Wheels San Francisco https://www.mowsf.org/ Meals On Wheels Association Of America http://www.mowaa.org/ San Francisco Food Bank Marin Food Bank http://www.sffoodbank.org/ Ideas Worth Spreading http://www.ted.com/ Design Ignites Change http://www.designigniteschange.org/
2005-2009 American Community Survey 5-Year Estimates 2000-2010 From Census and American Community Survey 2011-2020 Projections from CA Dept of Finance The Causes, Consequences, and Future of Senior Hunger in America
Meals On Wheels San Francisco David Miranda(Event Manager) dmiranda@mowsf.org Robin Meese-Cruz(Director of Social Work) rmeesecruz@mowsf.org Vivien Kim Thorp(Communications Manager) vthorp@mowsf.org Partners & Supporters Safeway The Safeway Foundation Christy Duncan Anderson: Christy.Duncan-Anderson@safeway.com
38
FOODEX FOR SENIORS
04.
PHOTOGRAPHY CREDITS: (Shown as in order of their appearance) All rights reserved by Haaf http://www.flickr.com/photos/haaf/232231071/sizes/o/in/photostream/ All rights reserved by 1oeil2yeux http://www.flickr.com/photos/j_dm/6117560484/sizes/l/in/photostream/ All rights reserved by Joseph Kurtz Photography http://www.flickr.com/photos/altgnjoey/8459261608/sizes/o/in/photostream/ All rights reserved by Jeff Carlson http://www.flickr.com/photos/jeffcarlson/3323849983/sizes/o/in/photostream/ All rights reserved by Fogline Studio http://www.gettyimages.cn/5727009 All rights reserved by divinecaroline http://www.divinecaroline.com/life-etc/home-food/fourteen-grocery-storesecrets-you-need-know All rights reserved by Dmytro Panchenko http://www.123rf.com/photo_9583090_a-waiter-taking-order-from-restaurantcustomers.html All rights reserved by Beyond silence http://upload.wikimedia.org/wikipedia/en/4/46/Tourists-2-x.jpg
39
05.
RESOURCES & CREDITS
INFORMATION CREDITS:
1,2 Seniors, San Francisco and Marin Food Banks. web. 29. Nov. <http://www.sffoodbank.org/program/seniors> 3.
Meisha McDaniel. [Considering the Costs of Senior Hunger and the Benefits of Federal Nutrition Programs in Washington, D.C.][Why Investment in Senior Food Programs Is More Important Now Than Ever].<Considering-the-Costs-and-Benefits-of-Federal-Nutrition-Programsin-Washington-DC-McDaniel.pdf>
4.
2005-2009 American Community Survey 5-Year Estimates
5,6 About us, Meals On Wheels of San Francisco. web. 23. July. <https://www.mowsf.org/about-us/our-story/>
FOODEX FOR SENIORS
40
ABOUT ME
I WANT TO USE MY DESIGN ABILITY TO HELP SOLVE SOCIAL PROBLEMS.
41
Hi, I’m Yinyin— I was born and grew up in Beijing, China. I came to San Francisco to study graphic design, and I’m always wondering why I see so many homeless people in the city, in one of the wealthiest countries—the USA. After some research, I found out that the issue is far more than just homeless people. Often seniors have been working their whole life but have ended living on a minimal fixed income, and struggling to feed themselves in their “golden years”. As a graphic designer, I am interested in applying my creative thinking and design ability to help solve social problems. Senior hunger is one of them. In order to dive into this subject and figure out the reasons behind it, I’m going to work on the senior hunger issue as my MFA thesis project. The purpose of doing this thesis is to build a bridge between the charity program and the target audiences. To find a way that makes the program function better and wisely use the partnerships within the food industry and sponsors. The world will be a better place when everyone cares each other. Whatever job that I might end up with, wherever I might be living, I am going to try my best to use my design ability to provide a positive impact to our society.
ABOUT ME
All Copyrights Reserved to Yinyin Liu Designed and illustrated by Yinyin Liu Instructors: Phil Hamlett ESL Supporter: Jill Ballard Academy of Art University MFA Graphic Design Typeface: Tungsten Bold/Medium And Avenir Black/Medium Paper: Red River Matte Printed: Epson 3880 Binded: Yinyin Liu
FOODEX FOR SENIORS A Thesis in Process
Contact me at: 804.787.3283 yinyin-liu.com Hello@yinyin-liu.com