Campaign Design . Research . Social Impact . Food Systems
BEIGE FOOD BOMBARDMENT
‘Processing Processed Food’ was an autonomous research project focusing on diet transformation brought about by moving from India to
England. It drew qualitative and quantitative comparisons between young adults’
diets in India and UK, and communicated that the way food is eaten and treated in the UK is a complex, multi-level issue, and only systemic
changes can lead to people getting the chance to consume food that is less processed, packaged, and transported. It was born from a personal reaction to the ‘beige food bombardment’.
The vital takeaways from the research I conducted for Processing Processed Food showed the scope of shaping an impactful campaign to the communication designer in me. The conversations I had, interviews I conducted, talks I attended, and literature I read around the topic of increased UPF and processed food consumption all had a common underlying emotion. Those affected were feeling powerless against the systemic nature of the problem. I came across individuals demanding big-level changes and shifts in policies time and again.
The vital takeaways from the research I conducted for Processing Processed Food showed the scope of shaping an impactful campaign to the communication designer in me. The conversations I had, interviews I conducted, talks I attended, and literature I read around the topic of increased UPF and processed food consumption all had a common underlying emotion. Those affected were feeling powerless against the systemic nature of the problem. I came across individuals demanding big-level changes and shifts in policies time and again.
Extension of Class Project (Design in Action - Sem 4), MA Design for Social Innovation and Sustainable Futures, University of the Arts London
London, United Kingdom, 2023
London, United Kingdom, 2023
At this stage, an idea to craft a campaign
around the theme of ‘beige food bombardment’ was born.
I wanted this campaign to speak about the
topic through observations, anecdotes, and wit which came from the interactions I had
while working on Processing Processed Food.
I crafted a series of artworks and artefacts expressing key emotions about increased UPF and processed food consumption.
I wanted to communicate my and the research participants’ feelings (of disconnection, overwhelmingness, uncomprehension, and worry) towards the Beige Food Bombardment faced primarily in London. This campaign was a creative method of expression.
I crafted a series of artworks and artefacts expressing key emotions about increased UPF and processed food consumption.
I wanted to communicate my and the research participants’ feelings (of disconnection, overwhelmingness, uncomprehension, and worry) towards the Beige Food Bombardment faced primarily in London. This campaign was a creative method of expression.
< The first poster and installation for
Beige Food Bombardment were displayed at the Final Exhibition of my MA. Amongst
all the people from various walks of life that
interacted with the exhibit, most resonated
with the issue.
Whether the audience was from the UK or from countries similar in food to India, they resonated with the fact that this is an issue that could use some serious policy changes. And to bring about that wave of social chage, there have to be more voiced opinions like these.
Whether the audience was from the UK or from countries similar in food to India, they resonated with the fact that this is an issue that could use some serious policy changes. And to bring about that wave of social chage, there have to be more voiced opinions like these.
THE CAMPAIGN:
“Packaged and processed food tastes beige (similar, bland, artificial). We deserve fresh and healthy food + ingredients. We want to be able to choose unpackaged over packaged. We want to not buy fruit and veg in plastic, but be able to feel and smell it. We deserve nutritious produce devoid of preservatives. Fresh food + ingredients ought to be affordable and accessible; not sold in costlier ‘organic’ sections”.
“Packaged and processed food tastes beige (similar, bland, artificial). We deserve fresh and healthy food + ingredients. We want to be able to choose unpackaged over packaged. We want to not buy fruit and veg in plastic, but be able to feel and smell it. We deserve nutritious produce devoid of preservatives. Fresh food + ingredients ought to be affordable and accessible; not sold in costlier ‘organic’ sections”.
©2023 PRANJAL GOKHALE