THE FACTS
44 million Americans are left without paid sick days. When you buy a cheap burger made by someone who has been forced to come to work sick, what does it really cost? This campaign draws attention to the hidden health, human rights, and productivity costs we all bear from this injustice, and encourages votes for the 2016 referendum in Florida to change this.
THE TASK
Working as a team of 5 with various skills and only 36 hours, work together to create a campaign which educates people about the fact that unpaid sick days is an issue and that its an issue that affects us all. The campaign should be something applicable and usable by the Florida based non profit called Catalyst Miami dealing with this issue. This campaign also must actively encourage votes from people not working in the food industry during the 2016 voting season, so reaching a new audience is of major importance to the success of this bill.
THE CONCEPT
Create a fake restaurant for a real cause. Tackle the problem of no sick days with both a digital and physical solution. We came up with creating a restaurant called RealBurger, setting up a website, menu and promotions for it. Everything related to this concept has social media potential with the hashtag #realcostof. Additionally, we spread the word in the physical space using a pop-up restaurant, coasters, receipts and ads.
MY TASKS
Concept Development
UX Design
Graphic Design
Presentation of Concept
HACKATHON INFO
http://re3storyhack.org/2013/nyc/stories#story3
RESULTS
Hackathon Winner / Most Likely to Reach a New Audience Award
Concept picked up by Catalyst Miami to be developed into a real campaign.
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WEBSITE
Using SquareSpace we build a clean, organized and responsive website which contained all the relevant campaign info. The website itself stuck to the concept of resembling a real restaurant website with an About Us section, Locations, and Reservations.
The About Us section contains a menu which is really an infographic about the cost of no health sick days. Each ingredient is a fact about this issue.
The locations section are not what one may think. This is where we call out the culprits who do not provide sick days to their employees. A localized map will also be available showing where these are in the Miami area, where this issue is being voted on.
The Stories section contain the real stories of employees affected by no sick days and grows as more stories come in. There is also a section for employees to anonymously submit their own stories (which will be added to receipts and distributed without fear of getting fired.
The reservation section looks like a real reservation for a restaurant, but it really acts as a reminder for people to vote for this cause via a simple user friendly form. A reminder will then be sent to the user's email as the voting date gets near.
COASTERS
These are easy to make and distribute. Each coaster contains a fact about the cost of no paid sick days as well as the website, hashtag and name of our campaign. These can be left at restaurants which do not provide sick days as well as can be given out at the pop up locations.
POP-UP RESTAURANT
This pop up can appear anywhere in the Miami area and contain all the pertinent info people need about this issue.
OUTDOOR ADS
We also created mock-up ads as we knew that non-profits are allowed free advertising in public spaces so we took advantage of areas where people will see RealBurger and learn more about it due to intriguing copy and exorbitant price tag.
RECEIPTS
Our favorite promotion piece were receipts which look like they came out of a real restaurant. Using receipt font, we created receipts which told real stories of what happened when workers could not take time off from work. We also calculated the cost of not giving this time off so that people can see what is really at stake. Each receipt contained a unique story, cost, and link to our website. On the site, people could read all the receipts and generate their own in the Stories section.
