Every Nation Eats
As a double major in Political Science, I spend quite a bit of time thinking about issues both domestic and abroad. In a Third World Politics class, we discussed the growing disparity between overweight and underweight populations in the Global South.
I investigated this topic deeper for the term paper, and learned that many fast food corporations take advantage of the disenfranchised in Third World Nations. They employ predatory marketing tactics, and heavily lobby local governments to ensure a high rate of consumers. These companies are directly impacting the climbing obesity rates in these places. While they grow richer, impoverished locals may be left more malnourished and more destitute than before.
Every Nation Eats is a made up political action group based in the United States. Their goal is to first raise public awareness of this issue, and secondly to enact a positive change in this realm. ENE wants to see global franchises treat their consumers as populations with real people rather than a new sector of numbers to conquer.
The first half of this campaign is about social awareness. By using the companies own fast food bags, a guerrilla marketing effect takes place. The target audience will, at first glance, assume they are being fed an ad for that particular fast food chain. Upon further investigation, they should see that it is in fact the opposite. In theory, this would peak interest enough for them to go check out the meaning behind the actual ads.
For the sake of this being a fake campaign, I decided to create ads based around just three fast food chains. In real life, it would likely have more so that ENE was not calling out one specific chain, but more wholly the industry. For this example I made posters, magazine, display, and mobile ads, and also a billboard to promote the cause.
Franchise Frenzy was the other half of my campaign for Every Nation Eats. Franchise Frenzy is a board game that would help raise awareness for ENE's cause. The game focuses on promoting ethical franchising measures with an emphasis on local customer approval. The goal of the game is to be the first with franchises on each continent, but the only way to accomplish this is by treating consumers well. The game can be played by 2-6 people at a time, and is for ages 13+ due to the involvement level of the game.
While this is a very unconventional product for a campaign like this to produce, I wanted to create something that people would actually care about interacting with. ENE's goal is to raise awareness, and the best way to do that in my opinion, is to slip the cause into something that people would not be expecting. This way, they are having fun, but also becoming aware of the cause at the same time. I have also just always dreamed of designing a board game, and I thought this could be a very unique challenge to turn into one.