Project Strategy & Approach
Healthcare costs are rising, more people are getting sick from preventable diseases and politicians can’t figure out what to do. One thing physicians, and politicians, do agree on is that healthcare will be cheaper if we need it…less! People have become disassociated with their food, and food has only grown more complex. What’s that “dust” in a bag of Doritos? What’s floating around in that canned fruit medley? The only way to know for sure is to read the labels on the back of packaged foods. If your average shopper chooses to buy better foods based on nutrition and ingredient facts, whole families will benefit—not just the individual alone.
Research for this project included conversations with regular people about food, research into food and many, many trips to the grocery store. This PSA was designed to be calming, simple and clean—just like the ideal grocery store experience. Lavenders and blue are the dominant colors, accented by buttery yellow and simple white. Typeface choices were made after studying health-related websites including the FDA and CDC. The project is composed of elements, including photos and shapes, built in Photoshop, animated in Flash and accented by sound using Garage Band software.
Key Words That Drive The Visual Solution
Know
Created
Choose
Mystery
Look
Project Tagline
Read it before you eat it.
Desired Outcome
I hope viewers will see thisproject, go to the store, and think about what they're putting in their carts-and their bodies. It's easy to get busy, go to the store and want to get in and get out fast. Instead, I hope they consider taking some time to "read it before you eat it." If they do it once, they likely will continue if they find that the product their buying is just that--more product than food!