brandwitz'14 final (anti food adulteration behaviour change campaign )
TRANSCRIPT
PowerPoint Presentation
MADMEN
Market
FindingsAdulterations starts from the root of supply chainTerrified retailers by rigid raidsLack of equipments for checking adulterationBarriers in the Distribution channelAdulteration exists in the branded packaged foods
Findings
Key role playersManufacturerTransportersStorage personnelRetailer ConsumerFarmer
AdulterationIncidental Intentional
FindingsWho doesMiddlemenRetailerManufacturerFarmers
Giant companies
How do they do it CarbideFormalineTextile colorsMelamineArtificial sweetenersDDTUreaSelling after expired dates
FindingsWhy do they do it Quick profitWithout any reason/ trend/everyone doesMaximizing profitFor attractive appearanceTaste incrementDurability
Consumer InsightsBound to buySupply of good food is not enoughNot aware about malicious effectEven branded foods are adulteratedUnwilling to pay more for quality food
Blaming governments and small retailers
Regulatory bodies of Bangladesh Government
Steps taken by GoBNothing worked just because of poor communicationEnforced laws
Terrified the retailers
What can be done
Options
Strict lawStop prduction of adulterantsRestricting importStrengthening Anti adulteration movement
Options
Increasing mobile courtRe constructing supply chain modelFood safety educationFrequent raids
Are we on the right track?
SelectedOptionChanging mindset
Big IdeaEncouraging the traders to change their behaviourKeeping the generation in concern
Campaign Objective
Building morale Massive awareness about food safetyEducating next generationBuilding healthy Bangladesh
Target groupManufacturerRetailerFarmersTransportersHome makersConsumersWholesellers
Whole sale markets Factories Food transport vehicle River ghats Stations Schools HomeCarsRoads Newspaper Social media
Targeted Audience Touchpoints TradersConsumers
Campaigns
ReachImpactTimeline
TV dramaAdulterationSafe consumptionFood safety educationNutritionEvery house of the country Active learning & getting motivated by this showYear 1, 6 months , 24 episodes, repeats twice a weekElements
ReachImpactTimelineSchool campaign
Food safety learningCultural event to spread messageGuardian gatheringStudents future traderEvery january during 5 yearsCampaign messege will spread on a large scale. Student to family, family to society and countryPractical learning
ReachImpactTimelineVillage fair Rural peopleAwareness through entertainmentOnce in a year
ReachImpactTimeline May 15Mass peopleRemiding people about food safety just before Summer fruit seasonOnce in year
motto
ReachImpactTimeline BillboardsOn spot awarenessTraders, middlemen.Year 1, 2, 3
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ReachImpactTimeline Pillars Postering On spot awarenessTraders, middlemen.Year 1, 2, 3To make the adulterators feel that their job is suicidal To be put on the pillars around the river ghats, factories and rural wholesell markets
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Your Hand postering campaign
ReachImpactFood transports painting and postering Traders and transporters Constant reminding about the message Messages to be printed on the food carrying vehicles
Car rear glass sticker
ReachImpactTimelineDistribution of pictured brochure During occassionEliminitation of incidental adulterationTraders and their workersTo aware about and avoid incidental adulterationTo be distributed among the workers involved in food processing
ReachImpactNCTB curriculumChapter about adulteration & safety.High school studentsAwareness among next generation traders
ReachImpactTimeline
Urban , English medium schoolsLearning and awarenessOnce in a year
ReachImpactVoice of influentialsUnion Parishod chairmanLocal ImamTeacherKrishi officerVillage Message delievered by trusted personnel
ReachImpactTimelineGreen Ribbon
Members of parliamentsPolitical leadersBTV news presentersAmong politicians, mass people, traders Messege spread through influencialsOccasion
Campaign ambassadorsShykh SirajSakib al hasan
ReachImpactTimelineMusic spread
Mass peopleAwareness through entertainment1st two months
Radio campaignAwareness video
ImpactTimelineGrading
ManufacturersMarketsRestaurantsF graded marketers will be bannedEvery 6 months
ReachImpactTimelineFood Manufacturer RankingAfter every six monthsCompetition among traders to be in top rankFood manufacturing companies
Food manufacturing companies
ImpactTimeline
Production style changeFrom year 4A thorough research on thatTake some pilot projects
ReachImpactTimeline 11 city corporations Competition among the food manufacurers to place their product in the fest ONLY adulteration free branded packet foods will be available in this festival Once in a year
ImpactTimelineOnline existence Increased engagement with the campaign Year 1 to Year 5Facebook pageWebsiteRegular engagement contents to be shared Grading and ranking news to be shared
ReachYoung consumers and traders
Cooking showReachImpactTimeline , , Proper way of cookingWay to buy Safe foodRun by expert Chef
Home makersSafe buying and cooking patternYear 5
Safe food in 4 stepsClean1Separate2cook3chill4
ReachImpactMatchBox campaign
All householdsMessage at kitchen
MonitoringEvaluationChecking percentage of adulterated foods in the market every six monthsDone by Government workforce
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VehicleYera 1Year 2Year 3Year 4Year 5School campaignTv dramaMatchbox campaign , Food safety day progBillboardsPillar posteringTransport and car stickerOrganic farming researchMusic making and viralGradingRankingEducation month progBrochurePure foodFairVillage fairTVC / RDC
FinancialsVehicleAmountSchool campaign40,000,000Tv darma7,500,000Matchbox campaign1,600,000 , 15,000,000Food safety day prog5,000,000Billboards9,000,000Pillar postering1,500,000Transport and car sticker800,000Organic farming research25,000,000Music making and viral1,800,000Grading160,000,000Ranking80,000,000Education month prog40,000,000Brochure1,800,000Pure foodFair40,000,000Village fair5,200,000Total434,200,000
Financials
Radio campaignAwareness video