Exeter Food Action Infographic

The Briefing

Being a local charity, and small in size, the team at Exeter Food Action have always dedicated their time, effort and resources in driving the day-to-day running of the organisation – collecting food waste and redistributing it to those in need, relying solely on the voluntary help of individuals to steer the charity’s marketing. It was, therefore, an important element of the brief to ensure that any content we created could be reused, reutilised and fed into all channels to help support their marketing efforts for the long-term. We also identified that a key factor in the work that the charity carry out is educating others on the food waste issue, with the end goal to reduce and eventually eliminate the need for their service. Therefore as well as familiarising people with the charity, it was vital to raise awareness of the greater food waste issue.

The Challenge

The main challenge with this brief was the scale of the issue that we had to communicate. There were multiple angles we could take, as well as an endless amount of facts and figures at our disposal – our task was to find an approach that would generate the greatest awareness, support and change, and illustrate it using the most striking, relevant and digestible information possible.

The Solution

We worked closely with the charity to decide on an approach for the marketing resources, notably that a Content Marketing tactic would be more effective in meeting the requirements of the organisation than a direct advertising push – providing the audience with worthwhile, usable content rather than launching into a sale pitch. Our proposal was an eye-catching infographic, which not only focused on the issue at hand but also gave equal limelight to the solution. Drawing on the brand colours of red and green, we used this familiar traffic light system to highlight negative and positive information, attracting immediate attention and aiding the audience’s understanding of the facts and figures. Arrows were used predominantly in the design to lead the eye down the graphic to the illustrative footer, providing an easy-to-digest conclusion for the content above.