Despite being one of the most developed countries in the world, the UK consumes more junk food than any other European country, meaning that over 3 million citizens are at risk of malnutrition.
As part of their ongoing campaign to bring the real issues of malnutrition to life across multiple channels, our brief was to raise awareness of this malnutrition epidemic and encourage people to reconsider their attitudes towards their own eating habits.
Rationally, people know eating fruit & vegetables is more nutritious than eating junk food – but it’s a fact easily forgotten at a moment of weakness. We knew that if we could disrupt people in these moments, and reframe their eating habits in a surprising way, this would be our best chance to generate a conversation around the topic.
To raise awareness of the dangers of malnutrition, and disrupt people in these moments of consumption, we developed “Nutritional Ink”. We crafted and printed posters using real fruit waste ink, and placed them side by side with some of the most nutritionally unhealthy snacks.
Given this contextual placement, we could show that our posters had more nutritional value than the various snacks found at fast- food joints, snack-laden corner shops, food trailers, vending machines, and garage stores. Each poster was signed off with ‘Favour more Fruit’ and ‘#ChangeTheFacts’, encouraging people to visit Dole’s website to learn more.