Action against food price increases
Food prices are skyrocketing. Many people have to cut back on their shopping, while a few benefit. Together with the Rosa Luxemburg Foundation, we have developed a campaign that highlights this injustice—and shows what a fair, crisis-proof food system could look like.
- Design
- Strategie
- Text und Konzept
- Video und Animation
Challenge
How do you explain complex issues such as speculation and market power in a way that resonates with people who have to watch every penny? The challenge: little prior knowledge, strong emotions, lots of blame. Our task: to make systemic causes understandable—without assigning blame, but with conviction.
Implementation
We built a narrative bridge between global crisis mechanisms and empty refrigerators at the end of the month. We did this with a media-effective campaign in the form of an interactive outdoor installation at three locations in Germany and clear messages on social media. We were supported by experts from consumer centers, environmental aid organizations, and associations. Always in focus: the foundation's demands for price monitoring agencies, market regulation, and fair distribution.
Impact
The installation “Bring the prices down” was an eye-catcher. Passers-by used rubber bands to pull food within reach – and thus sent a message for greater fairness. The accompanying social media posts achieved an above-average engagement rate and the videos together reached around 150,000 views on Instagram.
