OUGD603 - EP - Research Led - Defining Brief

Future Food
Brief

- In a world where agriculture and livestock are destroying the planet at an ever increasing rate
- people are starting to look for new ways of achieving a balanced diet, focusing on cutting down our meat consumption
- there ere some amazing advancements in research and technology that can help reduce the amount of livestock we exist to produce
- these advancements are steps in the right direction to achieve change in the way we think about meat
- at the moment, however, these advancements will often come across, to the everyday person, as alien and this prevents a lot of people from showing interest and wanting to make a change.
- in order to get the masses on board with the future of food, the progress must be made more accessible and more FAMILIAR
- if this can be achieved, the future of food will pick up momentum quicker and in turn, save the planet sooner.

Target Audience

- a person's diet starts with what their parents feed them as they are growing up
- dietary habits are picked up at home and will most often stay with that person into adulthood
- if you influence the way children think about food, they are likely to accept that influence and grow up with that knowledge
- However, in order for the children to be influenced, the parent must first be persuaded as a majority of the meals a child has will be cooked and eaten at home
- therefor it is important to target the whole family, children and parents included
- Informed by this was the decision to target FAMILIES
- the aim is to bring families together and teach members of every age, ranging from small children to parents and even grandparents, about where the future of food is headed and why/how they can get on board

Concept

- an event aimed at families with the purpose of making the 'strange' familiar
- the event itself will consist of various interactive stalls and activities including trying and testing new foods, educational games and more
- the families will leave thinking differently about their diets by change as well as HOW they can achieve it
- incentives for going: fun activity for the whole family, food included, drinks for parents.