Rationale

Rationale

Hannah Christensen

Through research, I discovered that the stress of student living has led many students to fall into a fast food cycle and practice bad eating habits. Although students would like to gain cooking skills and recipes they feel like cooking is a chore and can't spare the time, money or effort to cook a meal. My big idea is to provide an educational tool for students that challenges the preconceptions that fast food is cheaper, quicker and tastier than home cooking. I have achieved this goal by creating The F Word Campaign which is a humorous play on the letter F relating to food, flatting, and the three 5’s and because students “can’t be fucked cooking dinner tonight”.

The F Word campaign teaches first time flatters 5 minute recipes using 5 ingredients. This appeals to students because it is a cheap and quick alternative to fast food and acts as a catalyst to inspire students to cook regularly. I have developed a bold, bright and colourful design style using funky illustrations to attract the attention of students. There are 5 stripes in the background representing the “five” concept and also show speed as they look like racing stripes. The casual script font represents the rush of hand writing adding to the speed narrative.

The posters generate excitement and awareness of the campaign and promote the cooking class. The cooking class takes place the first week of every month and is used to inspire students to cook. They will learn 5 easy recipes, 5 minutes each using 5 ingredients. The meal kit is given to students after the cooking class. It includes the 5 recipes and all the ingredients used so that students are motivated to recreate the recipes at home. The app makes recipes accessible anywhere anytime. The app is used to sign up for cooking classes, inspire students to cook and assist them with recipes. Ongoing cooking classes and the app will help motivate students to continue cooking and teach them skills and recipes they can apply at home to stop them falling back into the fast-food cycle.

The F word targets 3 ways to wellbeing, keep learning, connect and be active. Ideally, The F Word will help students change their eating habits, recognize the benefits of cooking for their wellbeing and incorporate this into their daily routines as much as possible.