The feedback given in the idea stage highlighted that the campaign needed to make people understand how big of a problem food waste really is in the UK. Inspired by this, I have considerd angles that could be taken for the online campaign.
The main approach that I have chosen to take is one that I feel will resonate with people the most. By comparing the yearly weight of food wasted in the UK to the weight of well known objects, landmarks and other forms, the aim is to shock people into understanding the sheer vastness of the problem. Primary research indicated that 7.6 million tonnes of food is wasted by households in the UK each year. With this figure in mind, I used a site called 'The Measure of Things', created by Bluebulb Projects, to find things with a similar weight. 81 results showed, of which I have picked the ones that I think will connect the most with people. The 4 comparisons picked are:
1. 7.6 million tonnes = 70,000 blue whales
1. 7.6 million tonnes = 20 Empire State Buildings
1. 7.6 million tonnes = 1 billion bowling balls
1. 7.6 million tonnes = 4.5 million cars
To ensure that the comparisons made will have an effect on people, I have received feedback from various peers. Everyone could not believe the amount of food wasted - particularly the whale comparison. Because people were so astounded, I am confident in taking them forward and using them as the focus of the campaign.
Video ads online receive 10 to 30 percent more views than images. For this reason, the campaign outcome produced is a video. It is square in format because this takes up more room on people's social media feeds than 16:9 videos. Furthermore, the video will be kept short as it has been found that videos with 30-60 second lengths have the highest completion rates. Stock footage will be used, to visually connect viewers with the comparisons. Animations would have been too time consuming to produce. Transitions between pages are fast, to ensure that viewers do not lose interest, and the the same typeface has been used as in the app to keep consistency across all platforms.
The main approach that I have chosen to take is one that I feel will resonate with people the most. By comparing the yearly weight of food wasted in the UK to the weight of well known objects, landmarks and other forms, the aim is to shock people into understanding the sheer vastness of the problem. Primary research indicated that 7.6 million tonnes of food is wasted by households in the UK each year. With this figure in mind, I used a site called 'The Measure of Things', created by Bluebulb Projects, to find things with a similar weight. 81 results showed, of which I have picked the ones that I think will connect the most with people. The 4 comparisons picked are:
1. 7.6 million tonnes = 70,000 blue whales
1. 7.6 million tonnes = 20 Empire State Buildings
1. 7.6 million tonnes = 1 billion bowling balls
1. 7.6 million tonnes = 4.5 million cars
To ensure that the comparisons made will have an effect on people, I have received feedback from various peers. Everyone could not believe the amount of food wasted - particularly the whale comparison. Because people were so astounded, I am confident in taking them forward and using them as the focus of the campaign.
Video ads online receive 10 to 30 percent more views than images. For this reason, the campaign outcome produced is a video. It is square in format because this takes up more room on people's social media feeds than 16:9 videos. Furthermore, the video will be kept short as it has been found that videos with 30-60 second lengths have the highest completion rates. Stock footage will be used, to visually connect viewers with the comparisons. Animations would have been too time consuming to produce. Transitions between pages are fast, to ensure that viewers do not lose interest, and the the same typeface has been used as in the app to keep consistency across all platforms.
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