Anti-Junk Food Campaign for VicHealth, advertising & design strategy, poster series.

VICHEALTH

Anti-Junk Food Campaign

A fresh spin on a tired rhetoric.

Creative fields

Advertising & Design Strategy, Illustration

The Issue

Unhealthy food and drink industries use a range of malicious marketing strategies to normalize the unhealthy eating habits of all Australians.

This project comprises three individual campaigns.


ANTI-JUNK FOOD CAMPAIGN

Who's the real winner?

Questioning the correlation between fast food and physical activity.

The Issue

Unhealthy food and drink companies continue to sponsor sporting events — from national sporting organisations, to local kids’ sports clubs — forging a fundamentally irrational and contradictory association between sports and fast food.

The Aim

This campaign encourages audiences — children and parents in particular — to question the intentions of the unhealthy food and drink companies which sponsor local and national sporting events.

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VicHealth anti-junk food campaign, Who's the real winner? poster advertisement series.

Fast-food advertising works for a reason. By mimicking its visual aesthetic, this campaign questions the immoral intentions of fast-food companies.

VicHealth anti-junk food campaign, Who's the real winner? advertisement series, 3 posters raising awareness against unhealthy food and drink sponsorships in sporting programs.

ANTI-JUNK FOOD CAMPAIGN

Read the fine print.

Inviting the scrutiny of deceitful marketing.

The Issue

Health food packaging uses a range of visual techniques to lie to and misinform the consumer. When healthy and unhealthy foods look the same, customers struggle to make informed decisions to improve their diet.

The Aim

This campaign exposes the deceitful design strategies used in health food packaging to make products seem healthier than they are.

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VicHealth anti-junk food campaign, Read the fine print. Poster advertisement series raising awareness around deceitful health food packaging.

By ridiculing the stereotypical aesthetic of health food packaging — such as the use of brown paper, handwritten type, and natural imagery — this campaign asks the viewer to ‘Read the fine print’, and interrogate not just the campaign itself, but the existing packaging of supposed 'health foods'.

VicHealth anti-junk food campaign, Read the fine print. Advertisement raising awareness around manipulative health food packaging.
VicHealth anti-junk food campaign, Read the fine print. Poster advertisement series raising awareness around the lies of health food packaging.

ANTI-JUNK FOOD CAMPAIGN

Get out of an unhealthy relationship.

A humorous awakening on our relationship with fast food.

The Issue

Fast, convenient and awfully cheap, the sheer abundance and availability of junk food restaurants has allowed it to be ingrained into the social lives of young people. By utilising youthful language and trending hashtags, these companies nurture a sense of friendship and familiarity between the brand and the consumer, despite the ultimately parasitic nature of this relationship.

The Aim

This campaign alludes to these manipulative tactics by likening the audience’s relationship with fast food to a toxic and unhealthy relationship.

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VicHealth anti-junk food campaign, Get Out of an Unhealthy Relationship. Text-chain campaign, landscape poster at a train station..

Light-hearted humour is used to appeal to young people. Using a text-chain format, different break-up scenarios are depicted throughout the campaign series, delivering a familiar yet eye-opening perspective towards fast food.

VicHealth anti-junk food campaign, Get Out of an Unhealthy Relationship. Poster advertisement series 1.
VicHealth anti-junk food campaign, Get Out of an Unhealthy Relationship. Poster advertisement series 2.
VicHealth anti-junk food campaign, Get Out of an Unhealthy Relationship. Poster advertisement series 3.
VicHealth anti-junk food campaign, Get Out of an Unhealthy Relationship. Poster advertisement at a bus stop.
VicHealth anti-junk food campaign, Get Out of an Unhealthy Relationship. Poster advertisement on a wall.

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