An existing campaign for a government department needed to communicate to a niche cohort – Those in government housing.
Why the message needed a difference.
Those who are privileged have more control and agency over their food choices. The broader campaign had messages that were tailored to their specific hot-topics. Those in housing have different barriers preventing a more healthful diet.
The campaign message is “Make healthier choices to be healthier and happier”. We had to ask the question – What about people without choices?
Taking a small step towards cultivating agency for this cohort’s food choices by packaging the message in a mail-out toolkit to grow their own food.
How it worked.
A kit with seeds, gardening tips, and recipes was mailed out.
The process is to plant the seeds to grow supplemental greens for family meals. This gives the produce meaning and ownership. Which in turn encourages healthier choices at meal times.
And another thing.
The kit showed ways to repurpose household items to work as gardening tools. Rather than providing everything which would have been expensive and meant fewer pack could have been produced, in addition, given an opportunity for the user to start to build agency in their food choices.