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BRANDWITZ 14MASHIAT CHOWDHURY WASIF CHOWDHURY JAWWAD JAHANGIRREYASAT CHOWDHURY
FOOD ADULTERATIONFINAL ROUND
BRIEF
BRIEF
CURRENT SCENARIO 70-90 % adulterated 150, 000 newborn deaths per year 300,000 people die of cancer200,000 people attacked by kidney diseasesSituation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
CURRENT SCENARIO 96 per cent of 400 sweetmeats54 per cent of 50 breads59 per cent of 200 ice cream samples 52 street vendors tested. All were contaminated Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
Adulteration takes place in every step of the food chainFARM FORK
ADULTERATION PROCESSSituation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
ADULTERATION PROCESSSituation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
ADULTERATION PROCESS FARMERSHarmful chemical fertilizersHarmful pesticidesOver dosageSituation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
ADULTERATION PROCESSWholesalersOther intermediaries in betweenRetailersFormalin to preserveCarbide for ripeningSituation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
HANDLERS/ PADDLERS
ADULTERATION PROCESSRestaurants & hotelsStreet vendorsCompanies producing food itemsSituation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
FOOD PRODUCERS
CORE ISSUEHelplessness of consumers.Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
PERIPHERAL ISSUESLack of propagation of penaltiesConsumers who are unaware are exposed to diseasesSituation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
PERIPHERAL ISSUESIncrease in number of diseases due to adulterationLack of coordination from relevant stakeholdersSituation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
INTRODUCTION OF CAMPAIGN
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactTHE BIG IDEAMonitoring & EvaluationCONSUMER EMPOWERMENT
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactTAGLINEMonitoring & Evaluation
All age groupEducated & UneducatedBoth Urban & RuralUnaware of the hazardsBoth Male & FemaleAll income groupsTARGET MARKET (1) - CONSUMERS
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & Evaluation
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impact
PRODUCERSStreet VendorsRestaurantsFarmersFood producing companiesWholesalersRetailersOther middlemenTARGET MARKET (2) - ADULTERERS
Monitoring & Evaluation
Phase 1 MARKETING CAMPAIGN
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationStrategic placement of billboards
Print Media
TVC
Social Media
Text book publications
TV shows
Documentaries
What is food adulteration?
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationSocial mobilization
Print Media
Bulk sms tips
Talk shows with health experts
Teaching kids through cartoons like meena & sisimpur
How to identify?
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationHealth officials visiting schools
Social Media
Point of purchase (POP)
Surprise Raids all throughout the nation on a given day
How to identify?
Phase 2 MARKETING CAMPAIGN
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationPublishing of list by government
Hotline number - ,
Introduction of review app (CAB)
Actions to take
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationSocial mobilization
Opinion leaders & religious leaders inviting people at a given place
Social Media engagement
Public certification by government
Best brands expo on World Food Day
Actions to take
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationEMPHASIZING PENALTYFood Safety Act 2013
Fines ranging from Tk. 500,000 to Tk. 2 millionMaximum 7-year jail termPenalty is doubled if offences were repeated
ADULTERATION AFFECTS ADULTERATORS TOOSituation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationProducers are also consumers
They consume food adulterated by other producersHealth issues: Exposed to harmful chemicals
Long term loss for short term profit
BRANDINGMerchandizing: wristbands, t-shirts
Celebrity advocates Bangladesh cricket team
Branding through award giving ceremonies
Hashtags - #shochetonnagorik
Shocheton Nagorik marathon every year
12YEARS345ATLText bookPoint of PurchaseTalk ShowsList by government ,
Public certificationBest brands expo Surprise raidsSocial Media engagement CAMPAIGN TIMELINE
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationCOHERENCEEnsured consumer empowerment in every step of the way
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationLONG TERM IMPACTProper awareness among future generation
Future consumers & producers well aware of adulteration & consequences
Steps taken will help to set consumer empowerment up as a culture
Spill over effect
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationSurveys
Essay competitions in school see if the kids understood the concept
Measuring changes in number of patients admitted due to food adulteration
Observing the government published list
MONITORING
Situation AnalysisBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationThe outcomes of the campaign will be presented to policy makers
Policy makers will then decide
EVALUATION
Increase penalty?Where to invest more?
More testing equipment?Campaign will adapt
Challenges & FeasibilityBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationCHALLENGESStrong law enforcement
Proper testing kits and equipment
Degrading moral conscience
Challenges & FeasibilityBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationFEASIBILITYYear 1
Challenges & FeasibilityBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationFEASIBILITYYear 1
Challenges & FeasibilityBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationFEASIBILITYYear 2
Challenges & FeasibilityBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationFEASIBILITYYear 2
Challenges & FeasibilityBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationFEASIBILITYYear 3
Challenges & FeasibilityBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationFEASIBILITYYear 4
Challenges & FeasibilityBig IdeaTarget MarketMarket CampaignSynergy and impactMonitoring & EvaluationFEASIBILITYYear 5
Challenges & FeasibilityRecommendationsMarket CampaignSynergy and impactMonitoring & EvaluationIntegration of private sector/consumer's organization An ideal policy environment, utilizing the SME sector, to adopt the best possible food safety practices
Rigorous quality control
Proper implementation of multi-sectoral policies RECOMMENDATIONS
THANK YOU