Building a National Food Strategy for everyone.
The federal government has appointed a National Food Council to help shape the country’s first National Food Strategy.
But the announcement of a council heavily favouring the interests of big business has reinforced community concerns that it may not represent the everyday people it is meant to serve.
Those concerns have sparked Who Decides Food?, a public awareness campaign created by independent agency Berlin and backed by a broad coalition of community voices.
“The Government has an opportunity to build a National Food Strategy for everyone,” said a spokesperson, Michelle Gortan.
“But with a council that’s weighted toward industry groups, we risk a future food system shaped by narrow commercial interests rather than public need.
“This campaign exists to make that imbalance visible.’
The Who Decides Food? Coalition includes the Australian Food Sovereignty Alliance, Food Connect Foundation, Food Ladder, Macdoch Foundation, Open Food Network Australia, Sustainable Table and Slow Food Brisbane.
The campaign is live across out of home, print, social and digital.
“The campaign creative pulls focus on who this food plan should be for – our beautiful people and land, not the profits of big business,” said Berlin executive creative director, Rich Berney.
Credits
Berlin — Creative Agency Partner
Managing Partner & Executive Creative Director: Rich Berney
Senior Account Director: Kate Kenyon
Strategy Director: Milica Djurovic
Senior Creative & Design Director: Will Miles
Senior Creative: Dav Tabeshfar
Finished Artist: Cameron Kim Jones
Agency Producer: Christina Zimmer
Production
Director: Matt Sav
DoP: Rhys Jones & Dayvis Heyne
Photography: Finlay Mackay
Casting & Locations: Megan Carpenter, Carpenter Casting
Voice Over Artist: Guy Dow-Sainter
Sound: Envelope Audio
