Photo Credit: Oxfam
Getting the Message Across
OXFAM UK has developed a range of approaches to publicise their food-related campaigns.
One such campaign is the Be Humankind campaign, which was launched in 2008. It consists of a series of simple statements which can be given two different meanings depending on how the viewer interprets them.
Are simple statements more or less controversial than involved ones?
You will shortly get the chance to develop some materials of your own. But first, it's perhaps worth exploring how a professional advertising agency has approached the issue of food security.
Activity 1: Creating a stir
In the past, advertising has been seen as controversial. Some agencies used shocking images as part of their campaigns.
Consider the following companies that used controversial images. Research how the images were used, and what the reaction was:
United Colors of Benetton
Calvin Klein
Department for Transport Drink Driving campaigns
Dr. Barnardo's
Branding
Most students will be very familiar with advertising campaigns, avoiding them is virtually impossible.
According to an OFCOM: Television Advertising Report:
- Effectively marketed, brands generate recognition, familiarity and even affection amongst children.
- Well-known brands can impart status/'cool' to the user
- Brand presence is created and sustained by all forms of marketing activity - but especially by television advertising. Television advertising imagery frames how children talk about products. This imagery is invariably positive.
- Mothers often collude with their children's enjoyment of brands and use them to encourage their children to eat.
Controversial images are often used to make campaigns stand out from the clutter of thousands of other campaigns. Sometimes it is a memorable slogan (or 'strapline') that works best, and becomes part of everyday language.
Visit the OXFAM website.
Browse the campaigns which are flagged up on the front page - how prominent are those relating to food at the time of your visit?
Activity 2: Be Humankind
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Take a good look at these three Be Humankind posters. Click to view full versions.
Who do you think the target audience for this campaign is?
What do you think is the purpose of the campaign?
Now view the following video:
Read the following text that describes the intended purpose of an Oxfam campaign:
"Oxfam's work on climate change, food and agriculture recognises the need for a shift in UK public attitudes and therefore aims to change the way people think, act and feel about food by shifting attitudes and beliefs with a view to changing food consumption habits and normalising ethical behaviour."
What is meant by the term 'normalising ethical behaviour'?
How could this be achieved with Key Stage 3 pupils?
As an additional task, you could have a go at writing some statements in the same 'style'.
For lots more examples of advertising campaigns, many of them controversial in various ways, check out the OSOCIO blog.
Activity 3: Your Turn
Now it is your turn to create an advertising campaign!
Imagine that you are being put in charge of producing a series of posters to communicate the idea of the food crisis as a perfect storm. The resource needs to be visual, and also communicate the nature of the problem in a way which will engage young people.
What would be appropriate images to include in such a campaign?
If you were using these images in the classroom, what additional considerations might need to be taken into account?
Course Units
 Introduction |
 Getting Started |
 Supermarket Shock |
 Local Food Strategies |
 Global Food Strategies |
 The Perfect Storm? |
 Food Aid |
 Getting the Message Across |
 Making a meal of it |
 Pedagogy and Thinking |
 Plenary |
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