brandwitz final - food adulteration

PowerPoint Presentation

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 & 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

brandwitz final - food adulteration

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