SYSTEM LAYOUT

Aloha


DESIGN>>

ATL XxxxxxxxxxxxxxxxxxxxX

BTL XxxxxxxxxxxxxxxxxxxxX

Pamphlets
Ø factsheets aimed at schools, community groups, farmers, and consumers.
Ø information materials

Logos & signifiers
Ø a logo to represent GM Free KZN
Ø The development of a branding solution that informs people of the GM status of the foods, which [assumed] will be used on different products (maize bags/ shelf products/ restaurant menus)
In terms of deconstructive theory, develop logos, icons and signifiers that can exist in as many areas of contact as possible. These being to applicable in many social and environmental situations increases their likelihood of being accepted AND assimilated.

Street Tactics
Ø Graffiti or other anonymous tagging or public teaser campaign raising the issue of GMOs
Ø develop a sticker that can (and will be ) attached to products that are harmful, and maybe people should know about them

VIDEO>>

Ø Training video simple training video for use with farmer and church groups
Ø Flash vid clips mini for people to want to pass it on wireless & know more
short clever flash video
Ø Mockumentary – spoof on scene

Outlets to consider for ACTUAL transmission of vid clips :
§ you tube
§ hosting on myspace by concernd individuals
§ blutooth technology
these require specific compression and sizing, these details can be sourc’d as required

INSTALLATIONS (Live Events)>>

Bot Gardens educational installation at the Durban Botanical Gardens, which can be used to educate school groups about the problems with GMOs

Month long activity campaign
Flash events

TACTICAL>>

Ø Puppets, lanterns or bicycle floats that express the problems with GMOs and campaign themes that can be used in a public parade

Ø Choose a store like Checkers in Davenport, and have the team develop a full and complete underhanded marketing campaign, from leaflets that go into the stand close to the newspapers, to mock installation leaflets that get dropped into the newspaper, fake labels and false products that do not exist, “but wudn’t it be great if they did?”

Ø the best and easiest way to send information into homes is thru the kids, so a kids program aimed at schools, which features kid-friendly game and applications (FLASH based) teaching them bout these things. Obviously the information is less rigid and more interested in communicating the essence

Drivers

We can use Reason or Emotion, or a hybrid of the two

REASON- Facts/ History/ Stats/ Accounts/ Personal Tales

EMOTION- what emotions? How do we trigger them? How do we convey them?
Are they consistent?

ESSENCE>>

What is this campaign about?
Ø demanding the right to be GM-free
Ø symbolically indicate this intent through recognisable branding

What is wrong?
Ø Farmers are legally prohibited from saving seeds
Ø high costs of buying both the seeds and the chemicals
Ø multinationals are controlling our food supply

What can be done? XXXXXXXXXXXXX

What should be done?
Ø to government that the current pro-biotech policies don’t have support
Ø the retail sector as they respond to the market for GM free products



[Keep message in positive tone]
[use familiar icons in developing new one]
[employ deconstruction]
[consider previous campaigns] local and international
[utilize deconstruction and memetic theory to develop highly specialized pieces of information]