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A response to the brief set by Food up Front
Citation preview
Food Up Front
How do you encourage 16- 24
year olds to grow their own
fruit and vegetables
bbc.co.uk/digin
bbc.co.uk/digin
© BBC 2010 Published by BBC Learning, MC4 A4, Media Centre, 201 Wood Lane, London W12 7TQ
The ‘Dig In’ campaign run by the
BBC is aiming to tap in to the grow-
your-own food mentality that has
arisen from the thrift-conscious
effects of our current recession and
growing concerns for sustainability
and the environment. The campaign
is predominantly internet based,
displaying growing tips, seasonal
growing times, gardening forums
and instructional videos that give
step by step guides of how to
sow and grow a select group of
crops, ranging from beginner to
the more experienced gardener.
Along with this they also have a
physical aid to the campaign, by
request through e-mail or post you
will be sent a free envelope of the
seeds that have been chosen for
that year. The seeds for 2010 are
currently, basil, carrots, courgettes,
mixed salad leaves and French
bean seeds. Last year it was carrot,
beetroot, tomato, squash and lettuce
seeds. You also receive a simple
booklet with everything you need to
know about growing your produce.
From responses on related forums it
seems that when the campaign was
launched the BBC where inundated
with requests and currently you are
no longer able to get the seeds from
the website as they have run out
due to high demand, all evidence of
a successful campaign. The project
even focuses on what to do with your
produce after it has been harvested.
The website contains a section for
recipes and a successful message
board where participants can share
their thoughts and make suggestions
and keen gardeners can leave words
of advice (or in the words of the
campaign, ‘Sow what they Know’).
The BBC has adopted a very playful
approach in the way it communicates
to its audience. Quirky animations
and simple wording suggest that a
large part of the campaign could be
aimed at the younger generation, I
assume with the intention to instill
habit early on so to carry on the
ecological trend. This is also evident
in the simplicity of the program. They
are not suggesting that you leap
up from your sofa, grab a shovel
and begin digging over half of your
garden to create an urban farmyard
but instead select 4 or 5 simple pot
projects each year, an approach that
reminds me very much of the BBC
‘Bite-size’ campaign that intended to
make revision easier for children by a
series of quick mock questions online.
The promotion for the campaign has
taken many directions with mentions
on programmes such as, the Green
Balloon Club, CBeebies (aimed at
children) and it also has a regular
slot on Gardeners’ World were a
weekly update from its Dig In garden
where Gardener, Toby Buckland also
offers advice and tips to growers.
Encouragement also comes in the
form of the Dig In bus which tours
around the country, providing help
and advice for participants and
continues to make people aware of
the campaign and provide seed packs
for those who wish to get involved.
Last year saw 87% of participants
create a permanent vegetable
patch. Many groups have joined
in this campaign, including the
Scouts who are shown a video to
encourage them to grow either at
home or at their Scout Local Head
Quarters. Communities have come
together to share land, resources,
advice and encouragement.
current campaigns
BBC dig in
We began the project as a class
by looking at existing campaigns
that are similar to Food Up Front.
We looked further into the BBC’s
recent DIG IN campaign which
aims to generate interest home
grown food through internet and
television.
find out how to grow my own food or eat my cat 1.
I think they’d be pretty jealous and want to eat them 2.
I can’t think of anything... 3.
technology & intelligence 4.
eat, watch films, bike ride once in a blue moon5.
work6.
my nan and grandad grow fruit and veg so I’d go 1.
there
cool, I might join you2.
the Addidas adverts on television, Stella Artois, 3.
Marks and Spencer food
facebook, Twitter, Blackberries, Celebrity looks, 4.
magazines, clothing and music
socialising with friends and alcohol, clubbing, 5.
cinema, dinner dates and going to the gym
a healthy mixture of both6.
grow my own or hunt food1.
they’d probably laugh, but i wouldn’t mind 2.
the new Addidas advert with the celebs in it, its a 3.
good idea to have famous people e.g David
Beckham in the advert because everyone loves him
:), however t doubt i’d wear trainers designed or
advertised by Ndubz
laptops, Music, Iphones, Blackberrys4.
cinema, clubbing, listen to music, occasionally shop5.
it’s is easier to get something given to you but i 6.
think i’d feel better once i know ive earnt it
order a takeaway or go to a pub or restaurant for 1.
food
probably quite interested, guess that comes from 2.
going to an agricultural college though
the babies on rollerskates (evian) and the dog 3.
wearing a wig (orange)
facebook and music4.
go to the pub, watch films. have no hobbies5.
work and know that it has been earnt6.
go to a restaurant or cafe1.
my friends would probably be mocking but curious2.
the sun advertising their world cup coverage 3.
i suppose technology is ‘cool’ to our age group, but 4.
i wouldnt say im influenced by anything really,
especially judging by the state of my cell phone and
lack of an ipod
i like to play badminton and go to the pub and 5.
generally socialise
earn it6.
I would look for animals to hunt and look for natural 1.
fruits and nuts
they would look at me with a strange look and most 2.
probably laugh
ones for computer games and also adverts for the 3.
world cup
facebook would be the main one and also the use 4.
of text language and smartphones, also celebs also
influence our age group
prob to sit in the pub chatting or just chatting in 5.
general, my hobbies are mostly computer and ps3
work for something and know i have earnt it6.
you wake up one day and supermarkets and grocery 1.
stores don’t exist, you look in your fridge and all of
your cupboards and there is nothing.
Food has disappeared? How would you go about
getting food?
you are standing with all of your friends. They are all 2.
talking about hobbies and you say that you like to grow
your own vegetables. How do they react?
what recent advertising or marketing campaigns tha 3.
are aimed at your age group have recently caught your
attention?
every age group has something that’s considered cool 4.
and influences the majority of that age group in some
way. What would you say are modern trends specific to
you? what’s cool to use, say, speak, have, do,
etc? What influences you?
what do you and your friends generally do in your free 5.
time? Do you have any hobbies?
do you prefer to work for something and know that 6.
you’ve earnt it or prefer to have something given to
you?
user research
If we were to come up with a soluton
for 16-24 year olds we would need
to get a better understanding of their
current opinions on growing and
consuming fruit and vegetables so
we carried out some user research
by means of questionaire. We asked
each person the questions below
Mikey
22 year old student
Laura
20 year old student
Sophie
24 year old graduate
Chloe
24 year old office worker
Tom
18 year old student
Lucy
18 year old student
order it online to fill the cupboards and then order a 1.
take away for right then and there
they probably would laugh and think it was funny 2.
but if it was something I enjoyed then they’d be cool
cant think of many but Talk to Frank with the stuffed 3.
dog was funny therefore i remember it
facebook and Twitter have both definitely taken 4.
over our lives, every time you go out cameras are
there just for pictures to put up, if some one says
something funny automatically it becomes some
ones facebook status or you might add yourself to
a quirky group so you look funny and random.
hang out with friends, watch films, pub, clubbing, 5.
go for something to eat, drinking. No hobbies really
obviously it is nice to receive a small gesture if you 6.
are low on money on your birthday or something,
but generally i like to know that i have earnt all my
money and that i can supply for myself
I would go and either ask my neighbours if they had 1.
any food I could have, or I would go kill some
animals for meat and see if there are any wild
berries or some vegetables from an allotment that I
could have
most of my friends would thinks its okay/cool as 2.
they do it too, but some of my none homeschooling
friends would probably find it funny
I like the “Compare the Meerkat.com” ads, they 3.
rock and are so funny, especially when they do the
tune and he goes “simples” haha
cool to use - touchscreens, cool to say - emoc, cool 4.
to speak - not sure, cool to have - your own laptop,
cool to do - something new, interesting, unusal
we either go shopping or talk online, sometimes me 5.
and my friend go to the gym
I like to work so I can say “I paid for this myself” 6.
cause also it makes me look after it more carefully,
although I do like to recieve stuff, but suppose
earning it myself is better.
I would grow my own food, but until my own food 1.
was ready to eat i would go to Nuneaton and pinch
food from my mum and dad’s allotment.
I think my friends at first would have a little giggle 2.
but secretly they would be extremely jealous of my
hobbie and want there own vegetable patch too
nothing really3.
Jesus influences me! But i guess also my fiance and 4.
my family, the music i listen to, the programs i watch
alot of things really
Free time....what’s that? But i do have a hobbie or 5.
two which include dancing and singing
I like both i guess, i like the sense of achievment 6.
when i have worked extremely hard for something,
but i also like it when i get given things as a gift just
for being brilliant and being good at what i do
I would grow my own fruit and veg and hunt animals 1.
for meat
they would laugh and ask me why2.
there hasnt been any aimed at my age group 3.
recently
I’m mainly influenced by my hobbie of computer 4.
games and movies, I’d say they are a big influence
for my age group currently, along with music
we tend to play computer games together or go out 5.
and watch a movie
I prefer to actually earn something rather than it just 6.
being handed to me, just for the simple fact that it
feels more rewarding. However, it is nice to be
occasionally spoon fed so to speak, it has to be
a good balance really
Tessa
19 year old dancer
Rachel
21 year old student
Nick
16 year old student
Megan
16 year old student
user profiling
Each member of the class carried out their
own user research, this research was then
gathered together for a user profiling exercise.
We took our strongest question responses
and created profiles for these characters.
After we had each completed our profiles
we compared them all to try and pin-point
common attributes of ages, occupations and
interests to see if there was evidence of a pat-
tern or average.
After each group had collected information from each of
their groups we created profiles of each person. These
profiles where then combined to create these ‘perso-
nas’.
Personas are fictional characters that are based on
averages. They tend to be used commonly in design and
marketing.
Each of us had taken our research away and had
begun to generate some initial concepts for a solution.
We met again to discuss our current ideas and
work together in forming some solid concept.
The class split the solution in to the 5 steps of a possible
campaign; ‘finding out’, ‘getting it’, ‘sewing’, ‘growing’
and ‘spreading’. We then wrote our ideas on sticky
notes and placed them into the relevant category.
brainstorming
This was a quick fire excersise and by the end
of the day we were to form seperate groups
and settle on one idea to run with. Myself
and two others, Nikki and Joel, decided that
we’d like to work together on a campaign that
would encourage children to grow vegetables
through a pocket money scheme.
�t�h�e� � �o�o�d� � �r�o�n�t�f�fconcept
Our initial idea: A pocket money/ entre-
preneurial scheme where young people
between the age of 16-24 would be en-
couraged to become a member of ‘The
Food Front’. They would work alone
from home with online support from the
campaign. They will introduce them-
selves to their local area as a member of
the campaign and offer local residents
the opportunity to buy fresh fruit of veg-
etables that they will personally grow.
I like the idea of organic food
I don't eat much fruit or veg
It's nice to see children involved with the community
It saves me a trip to the shops
I already grow my own
I can also eat the food I grow
An opportunity for some independence
I already grow my own, just didn't think to sell it
I live a healthy lifestyle and see it as a fitting job
It has other social benefits
Display your food front sticker in your window so your rep knows to call when their produce is ready
become a member
spread the word
sow and growharvest
deliver
apply
earn
Are you interested in buying fruit and veg from your local rep?
Registration Form
Interests!"#$$%$$&
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Surname
Addres
County
D.O.B
Telephone
Last Name
Postcode
Mobile
I would like
Favourite fruit/veg
!"#$$%%&$$'%(!))
!"#$$%%&$$'%(!))
The Food Front is giving you the opportunity to have fresh organic fruit and vegetables delivered to your door (at less than supermarket prices!) Grown by a young Food Front representative from your area you will also be supporting the youth of your local community!
Not only does the food front team grow the produce from home but they can also make use of your unused garden! Rent out a patch to a Food Front representative and reap the bene�ts of fresh food grown under your control!
*($+,,%-*+!*%($.*!"
How is your pesticide tolerance?
Like your veggies chemical free?
Like to know where your food is from?
!"#$$%%&$$'%(!))Well we have a suggestion.
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Last Name
Postcode
Mobile
apply
Young people would find out about the
campaign from the Food Front website,
through marketing material or through word
of mouth. If they are interested in the idea of
growing fruit and veg for money and would
like to become a Food Front member then
they can apply for memberaship either by
filling out a physical form or applying online.
the pack
The Food Front member would receive a welcome pack
which would give them most of what they need to get
started:
Flyers to give to their local community to make them aware • of the scheme and the service that the Food Front mem
ber offers them.
A welvome booklet that gives the young person an outline • of the scheme, help and advice for campaigning, growing
and how to run their own business. It would also include
news and stories from other members.
As they will be required to introduce themselves to • neighbours and others in their community then they
will also receive an official identification. This helps to give
the worker a sense of pride and also it helps to re-assure
any doubts of authentidity for their customers.
They also receive some small freebies to get them started; • a pair of gardening gloves, a selection of seasonal seeds
and some small pots to start growing them in.
�v�e�g�e�t�a�b�l�e�/�f�r�u�i�t� � � � � � � � � �t�y�p�i�c�a�l� �p�u�r�c�h�a�s�e� �p�r�i�c�e� � � � �e�x�p�e�c�t�e�d� �y�i�e�l�d� � � � � � � � �c�o�s�t� �o�f� �h�o�m�e�g�r�o�w�n� � � � � � � � � � � �a�v�.� �s�u�p�e�r�m�a�r�k�e�t� �c�o�s�t� � � � � � �s�a�v�i�n�g
Cucumber £1.50 a plant 30-40 per plant 5p each £1.10 each £1.05 per 1
Tomatoes £1.50 a plant 3kg a plant 50p a kg £3.56 a kg £3.06 a kg
Courgettes £1.50 a plant 30 per plant 5p each 43p each 38p per 1
Mangetout £2.50 seeds 3kg m2 83p a kg £6.62 a kg £5.79 a kg
Baby carrots £1.50 seeds 6kg m2 25p a kg £3.30 a kg £3.05 a kg
Leaf salads £2 per seeds 2 to 6 bags 33p - £1 £1.47 - 125g 47p - £1.14
Strawberries £1.50 a plant 2kg - 6 plants £3-£4.50 a kg £4.36 a kg £1.36 a kg
Raspberries £1 - £2 2kg per bush 50p-£1 a kg £9.97 a kg £9.47 a kg
price comparison
We thought it would be useful to find
out how much somebody growing
their own fruit or veg could look to
earn from their crops. We found an
article on the ‘Which’ website that
showed the difference in cost of how
much a supermarket would charge
for a kg of produce to how much it
would cost you to grow your own.
Obviously it will be cheaper to grow
your own produce but the price
differences were suprising, some
of which nearly had a 1000% mark
up. This would mean that the Food
Front member could heavily undercut
the competition and still earn a
fair amount from their produce.
prototype animation
feedback
We felt that we had taken the
concept as far as we could with
our current research and we we
felt it was ripe enough for some
feedback. We went to a London
street near a school and a local
health food shop and asked the
parents and children that past by
what they thought of our idea.
“Yes I would get involved and buy... At my
children’s school they have introduced
enterprise schemes before so it would not
be a foreign concept to them” - Julie
“It sounds like a lot of work and children now are
used to computer games and it would be such a
demand and probably end up discouraging them
from liking vegetables” - Margret
“I dunno if a kid should do it? Have you seen the
kids around here? I think if the kids grow them
that’s a good idea but the teacher should sell
them” - Mark
“Yeah that sounds sweet... 12 and up sounds
like a good age to start and then have time to
carry it on” - Simon
“I think it is a good idea but you should be
looking at getting 5 to 11 year olds first”
- Stacy, Milly and George
“Yes I think I would do it, I like to grow flowers
with my sisters at home” - Karen
“It sounds lovely. I think the younger the better
and then they grow into it and then they could
make a business but the interest needs to be
there” - Sarah
“His nursery get them to grow things... so I think
there is a novelty of growing something and then
being able to eat it. - Katie and Jake
Helen Brownlie Love it!
My thoughts:
1. Include compost in the starter
pack.
2. Perhaps you could include recipe
ideas relating to what they’ve got in
the veg boxes to encourage people to
shop seasonally and continue using
the service.
3. Money - I think kids will go for the
cash, definitely!
4. You could encourage schools
to take up the scheme - each child
interested gets a starter pack, the
seeds are sown in school and looked
after in the school grounds, might get
more kids involved.
3. Possible developments could
include setting up community
vegetable patches or gardens, which
the local youth take responsibility for.
James Alec Viney I like this animation video, makes sense and i think it would appeal to quite a few people to different generations especially the younger.
Jade Wright Yes it would work,
however how would you know if
they were actually growing them? I
bet students would grow vegetable
if they got paid for it.... free veg
+ money = funtown. For younger
kids though maybe tickets to go
places would be better than money
e.g alton towers or something?
Katie Haukeland i love it, where is my box of equipment? i want to start growing my own veg!
Ali Knowles Money for growing… thats a good way to make some pocket money. How much you talking? I’ve got a harvest nearly ready for the picking…
Megan Je Brown I think its a good idea, gets kids outside,
and helps those who cant sit still actually work and do
something, and makes kids feel proud to bring home their
veggies to their parents and eat them. Also teach them to
look after things but kids with not much money, or parents
who wont help them, they would need help themselves,
to start it, so maybe include things that will let them?
Tom Osborn In terms of the brief,
i like it and could see a market for
it (with all my years of expericence
obviously) .Combining the market
for local independent produce and
the selling tactic of getting young
people involved is a good one. Have
you considered/talked to groups
like the beavers/scouts/guides etc?
As they probably have a badge for
this kind of thing and would have
some expericence in getting it to
work? In terms of the outline, its
nicely presented and well laid out.
online group
We also created an online group
through Facebook where we
encouraged people to comment on our
idea. We uploaded our prototype video
and a general overview of intentions.
WWW
website
representative
youth groups school
food front
worker
local residents
parents and
children
business model
The feedback we received was overall very positive
but it lead us to re-think the framework of our idea,
so we came up with this new business model. Food
Up Front would front the campaign lead by a group
of volunteer reps and a dedicated website.
The initial contact would be through schools and youth
groups and it would only be through development that
a yung person may decide to work on their own in their
own community, however if they choose to do so they will
always have support from their reps and Food Up Front.
Newsletter
Alongside the website all that choose to be involved
in the campaign will receive a monthly newsletter
informing them of upcoming events, changes to the
scheme and general info as well as stories, advice
and other additions such as recipes or interviews.
This helps to keep an on-going connection with
participants
Information packs
The first stage of the marketing campaign will be three information packs
Pack one will be aimed
at reps, introducing
them to the aim of the
campaign and what
their potential role may
involve.
Pack three is aimed at our young
audience, it will be an introduction
goodie bag, this pack is attained by
means of application. The potential
food front worker fills out form to
express their interest and they are sent
this pack to get them started in their
personal campaign.
Pack two will be given to schools and
youth groups with the intention to make
them aware of the campaign, give
them the information they need to get
involved and arrange for a local rep to
visit their school and hopefully begin to
gain the interest of their students.
The food front program is an adaptation of
the framework that food up front has already
constructed. The campaign will be launched
using promotion through a devoted website
and campaigning at schools and youth groups
which will lead by local volunteers or reps.
website
The website will be a crucial element to launching
the campaign. It’s initial job will be to inform potential
reps on how to apply and what the aim of the scheme
is. It will introduce schools to the campaign and
possibly make a start in recruiting food front workers.
When the campaign is in motion it will act as a hub
for reps, workers and affiliates to communicate. Reps
can inform food up front of their progress or discuss
any queries they may have, food front workers
will use the website to communicate with others
involved, sharing stories and tips and with an ranking
system in place there may be room for some healthy
competition.
The food front rep is a volunteer who will be sourced through promotion or more than
likely be one of food up fronts current volunteers.
Their initial job is to promote the campaign to schools and youth groups to try and
recruit youth workers.
They will work alongside the schools to either try to place the campaign in to the
schools curriculum or introduce it as an after school activity.
They will aim to encourage the youth workers to consider taking the campaign to their
local street and be their for support and guidance if they choose to do so.
food up front
food front rep
business roles
Either due to introduction to the campaign through
school or from word of mouth and info from the Food
Front website the food front worker is the hopeful
outcome of our campaign. They are aged between
12 and 20 years old and are self driven food growers
who work in their local community. They sow and
grow fruit, flowers and vegetables which they then
deliver to their local community in exchange for cash.
They will also be key in spreading the word back
to their class mates or any others interested in the
program.
The local resident will benefit from a supply of fresh
fruit of homegrown, organic vegetables at a sum
lower than that of chain stores which would be an ob-
vious benefit for the elderly or those with busy lives.
It also gives them a chance to support local youths
in doing something constructive and possibly create
some social connections
Like schools, youth groups like Scouts, Brownies or
Cadets will also be approached with the hope that
the project may be able to be incorporated in to their
program.
The campaign may also capture the interest of
younger children between the ages of 5-9 therefore
reps could approach infant and junior schools where
they would involve the parents and the children.
Parents would be encouraged to help their children
out of school.
Schools will be the main audience for visiting reps.
They will try to be encouraged to either adopt
the scheme in to their curriculum or support the
program by working alongside the rep in creating
an after school activity where children will learn how
to grow their own crops. Parents or Guardians of
the students may also be encouraged to consider
volunteering as a food front rep.
schools and youth groups
local residents
food front worker
conclusion
It teaches you where food comes from
The participants will be involved with preparing, nurturing
and growing the food. This will give them insight into where
their food comes from and what is necessary to grow it
It teaches you the value of nurturing something
As they keep watering and tending to the plants,
they will see the stages of development, and
how the plants vary in the way they grow
It brings delayed, rather than instant, satisfaction
Can teach young people that somethings in life cannot
be instant and waiting and hard work reaps benefits
It can save you money
It puts you in touch with the seasons/weather
Having to be aware of when some plants will grow and
others will not will help them realise the effects of nature
It can alter buying behaviour
The realisation of how easy and cheap it is to grow your
own food and how tasty home grown fresh produce
is it will hopefully result in the participants being
more aware of what they are buying in the shops
They are in control
If they don’t want to grow something they don’t
have, they might want a lot of one vegetable but
not much of another they can vary what they grow
depending on their own wants and needs
It’s tasty
Organic food without pesticides tastes much better than
packaged and treated food from the supermarket
Motivate and encourage 16 to 24 years old
We asked people of this age group and from other age
groups, to see what they might consider would improve the
motivation of 16-24 years old people and encourage them
to carry on with growing their own food.
Change attitude towards growing their own food
Some young people wont eat fruit and veg out of habit or
because they prefer other foods, building their personal
connection with the fruit and veg will hopefully encourage
them to think about putting it on their own plate or at least
consider it.
Realistic for Food Up Front in terms of budget and
volunteer time
A few things will be required to start it off
Volunteers will be needed to act as the reps so as to give
each area or community a person that can lead the project
and oversee the work of the people involved . Participants
will have a point of contact, for advice, restocking etc.
They will need printed media for the packs to send out
to people, including printed leaflets, ID Cards, progress
charts, information sheets etc
Seeds, gloves and pots etc will also be a consideration
when looking at budget costs
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