PROJECT BACKGROUND
ISSUE - FOOD WASTE PROBLEM IN HONG KONG
Food waste, a hot topic in Hong Kong, is worth our concerns. Even though it has already been a well-known issue, the problem is still remained unsolved. Regarding to the above situation, a great deal of research has been done for finding the factors that attributed to this issue. It is revealed that the Food waste recycling is still immature in Hong Kong.
According to the Environmental Protection Department in Hong Kong, there have been some recycling schemes drafted. However, most of them are just in the beginning stage and there seem to be no further progress. Also, this issue lacks of government support. The government seems like only providing us the information but not the ways to tackle it.
As a result, even if the audiences can perfectly receive the message, they can hardly response to it. Last but not least, the public should be the main stakeholder in this issue. The Food waste problem can be effectively mitigated only when they take the initiative to deal with it. Therefore, the public has been chosen as the target audience in this project. They are expected and, hopefully, to tackle this problem to the largest extent.
BRAND
FOOD ANGEL
It is a food rescue and food assistance program launched in 2011 by Bo Charity Foundation. They use rescued food items prepared as nutritious hot meals and redistributed to serve the underprivileged communities in Hong Kong.
COMMUNICATION STRATEGY
GET TO BY
GET THE MASS
TO REMIND OF THE FOOD WASTE PROBLEM
BY TELLING THEM ALL KIND OF FOOD IS WORTH PRESERVING
IDEA
TURN FOOD WASTE INTO FINE DINING DISHES
The name of this project is “盛宴”. It refers to the grand banquet. The word “盛” has double meanings. Firstly, its pronunciation is same as the word “剩” which means something being left or remaining in Chinese. Secondly, “剩宴” can also be interpreted as a grand fine dining that makes use of leftover.
Stage 1
Media
Outdoor ambient event
Venue
Mong kok Sai Yeung Choi Street pedestrian zone
Details
A table with fine dining setting will be set up in advance. They are invited to like our Facebook Fans Page. After that we will help passengers to take instant photo with this setting. We will also keep a softcopy of the photo for uploading to our Fans Page. The instant photo will be stuck on the fine dining menu for them as a gift. The menu will provide our Facebook Fans Page QR code to remind them to come back our page and keep up with our latest news.
Stage 2
Media 1
YouTube video
Details
It is a documentary recording the making-of of the outdoor ambient event and the process of how I collected the food waste and turned it into fine dining dishes. Finally, it will have a hyperlink for people to go to the Facebook fans page for new viewers from Youtube. Our Facebook fans page will also post the video link at the same time.
Video link:
http://youtu.be/pwN8kZvdU6o
Media 2
Print poster
Venue
12 Sheets at MTR stations/ Shopping mall food courts
Details
Before people started to eat their meal, they always take photos of them (相機食先). It seems to be a current trend nowadays. However, they seldom take photos of the leftover. In this poster, Food Angel is the one who is taking photos of the leftover. It means that they will cherish the actual value of the food but not the outside beauty of it. No matter it is leftover or not, they do care about it. There is a QR code on the poster for people to go to the YouTube documentary in order to understand more about the event happened in Mongkok.
CAMPAIGN FLOW
Both stage 1 and stage 2 will refer back to the Facebook fans page. For the outdoor ambient event, the fans page will be introduced to our target audiences. In the page, people can keep up with our latest news and leave some comments for us. Also, they can review and download the event photos on the page. There will be a documentary too. As for the YouTube video and the poster, they are used to link up with the Facebook Fans Page. More people will pay attention to this issue and show more concerns on it.
PROJECT RESULT
There are 408 Likes accumulated in our Facebook fans page. Reviewing the people who saw our posts in the past 28 days, they are from different countries around the world. For example, we have audiences from the UK, Malaysia and Australia. An overseas organization who have kindly shared our Facebook fans page to their website may contribute to these increased number of foreign audiences. Most importantly, they are organic audiences instead of paid audiences. We have also got 2912 audiences in the highest reached post. The above results apparently revealed that some of the people are now learning more about the food waste problem.
