crash course 3: framing and reframing

Framing and reframing

The Brainstorm

Bread

Currently value of bread inthe west is very low (a lot is thrown away).

Increase the value of bread by replacing the Big Mac-index by the Bread-index

Use old bread as bio full (German bakery is using it to cut baking costs)

Website to reuse old bread

History of bread (wikipedia)War and peace because of food, mainly bread.Food for the poorSocial aspects of bread

Framing and Reframing• Meaning of bread through history is very high.

• Current value of bread in the west is very low (a lot is thrown away).

• Increase the value of bread by replacing the Big Mac-index by the Bread-index.

• Don’t look at the value of a loaf of bread, but as bread in the world.

• The west moving away from eating bread due to sugars, pre-processed food.

• The west becomes too fat.

The solution

Build a alternative for the Big Mac-index: the Bread-index.

This will rise awareness regarding the healthy components of bread.

• Build a website.

• Execute the viral marketing.

• Get the data (value of bread, people’s health).

• Get attention in the world.

• Replace the Big Mac-index by the Bread-index.

The value of bread has increased!

Start building

Meanwhile….

…part of the team was unable to

join at the crucial meeting where

the different options were

discussed…

Lesson learned:

The importance of timing

The group that met each other Sunday

had found a great vibe and went off full

of energy and truly happy with their idea

Until…

…some other team members looked at

the proposal the next day and came up

with all kinds of nasty questions and

even new ideas

… They argued: “This is not

compatible…” “This is not in

(y)our scope of influence…”

They clearly had a different

perspective

Scope of

concern

Scope ofinfluence

There are

limits!

Lesson learned:

So now what?

The team was on a roll, the train was

already running

The others didn’t really approve and the

atmosphere even became tense….

Lesson learned:

Reframing

One of the team members

got active

Lesson learned:

The team decided to reframe again, and

temporarily split up…

They worked on both ideas

simultaneously…

After all, they decided to submit the

assignment with the two proposals

together…

In the end they had lunch

together and lived happily

ever after!

Result nr 1

HEALTH APPROACH

The Bread Index is meant as a social experiment with a touch of humor. It is inspired by the Big Mac-index (by the Economist).

We ask you to submit the price for a loaf of bread or comparable bread product in your place. The results are shown below, indexed to the USA, the number one Big Mac country in the world.

With this experiment we want to create awareness and arouse discussion for health in relation to the food we eat. Although we realize the healthiness of bread can be discussed, it is definitely a better alternative than the Big Mac.

Submit your contribution, spread the news and comment on Twitter!

Sub team 2 on Framing and Reframing

ChallengeLook at bread in a new way. Create as much ‘value’ as possible starting with

one loaf of bread.Any type of bread can be used and value

can be measured in any possible way.

Framing and ReframingWhen we (sub team 2) brainstormed about the value of bread, we immediately thought about the history of bread, its Biblical meaning, social aspects and (world) peace. After WWII there was a Dutch saying: “Bread, peace and freedom.” So, we came up with the idea of using bread as a social connector: breaking bread together as a symbol of peace. Because bread can break the silence or the tension.

Share breadThat’s why we want to challenge people all over the world

to think about what they have, and to share it with the people around them. A small investment can lead to

invaluable social connections, which cannot be expressed in money.

Small investment, BIG IMPACT!

Therefore…….we want to start and maintain a sourdough starter.Because a good sourdough starter can be a means to cause a chain reaction:

“The more you give and share, the more you receive.”

By sharing and completing this dough, it can exist forever and ever. Simply by multiplying and distributing it.

Sourdough starter- The mythology of sourdough is that you are capturing yeast from the air.- A sourdough starter is, of course, at the heart of sourdough baking. Remember, the bread is the goal; the starter is just the way there!

There are four guidelines you have to keep in mind!1. All kinds of different sourdough recipes can be found in books or on the internet. Just see for yourself which one you like and start making your own sourdough. 2. Sourdough starter at room temperature must be fed no less than twice a day. If you feed it less than twice a day, it will lose vitality and eventually become useless and die. 3. Each feeding of the starter should be enough to double its size. 4. Each feeding should be equal amounts of water and flour, by weight. You can use about 1 part of water to 2 parts of flour by volume as an approximation.

Example of a sourdough starter recipeCombine 2 cups of flour, 1 cup of water and 1 package of bread yeast in a large bowl. Cover the bowl with a clean dishcloth or paper towels and let it sit in a warm place for 2 or 3 days. Stir the starter daily. Within 12 hours, the mixture should start to bubble on the surface. This means the starter is working. Let the starter continue to work until it has a nice sour, yeasty smell. Store the starter in a glass or ceramic jar in the refrigerator until you need it. Feed your starter any time you deplete it: Add in 1 cup of flour and 1/2 cup of water for every cup of starter you use in a recipe.

Starting a starterSourdough is a natural fermenting dough that needs to be adjusted during a period of time.

To make the process more personal and to give personality to the dough, it’s important to give a name to the dough! Every time you adjust the dough, make a wish. It makes you reflect your friendships and other relationships.

Maintaining a starterOnce a starter is reliable, the next question is how to maintain it.

The first thing to remember is that a starter is a living thing. It needs to be fed and cared for regularly.A starter at room temperature needs to be fed no less than twice a day, and with each feeding half of the starter is discarded and the remaining portion fed its weight in food.

Storing a starterThe starter should be at least 30 days old, having been fed twice a day the entire time. Next, the starter should be able to double its size between feedings. If it's not healthy, it's not a good idea to refrigerate it. And finally, the best time to refrigerate the starter is when it is freshly fed. So, feed your starter until it will double in size between feedings, feed it one more time and then refrigerate it.

Using a starterYou can bake a sourdough pancakes and waffles, cookies and cakes and basic sourdough bread.

But the most important thing to do with your own sourdough starter is to pass a piece of the dough on

to somebody else. This way you will connect with another person, maybe even someone you don’t

know. By connecting socially, you can cause a chain reaction!

And remember:“The more you give and share, the more you receive.”

What to do to make it happen?We make a viral of this “Peace of Bread”

concept. By spreading the message, it continues to keep having endless (emotional) value.

Because the starting dough can being shared endlessly and globally.