PowerPoint Presentation

MADMEN

Market

FindingsAdulterations starts from the root of supply chainTerrified retailers by rigid raidsLack of equipments for checking adulterationBarriers in the Distribution channelAdulteration exists in the branded packaged foods

Findings

Key role playersManufacturerTransportersStorage personnelRetailer ConsumerFarmer

AdulterationIncidental Intentional

FindingsWho doesMiddlemenRetailerManufacturerFarmers

Giant companies

How do they do it CarbideFormalineTextile colorsMelamineArtificial sweetenersDDTUreaSelling after expired dates

FindingsWhy do they do it Quick profitWithout any reason/ trend/everyone doesMaximizing profitFor attractive appearanceTaste incrementDurability

Consumer InsightsBound to buySupply of good food is not enoughNot aware about malicious effectEven branded foods are adulteratedUnwilling to pay more for quality food

Blaming governments and small retailers

Regulatory bodies of Bangladesh Government

Steps taken by GoBNothing worked just because of poor communicationEnforced laws

Terrified the retailers

What can be done

Options

Strict lawStop prduction of adulterantsRestricting importStrengthening Anti adulteration movement

Options

Increasing mobile courtRe constructing supply chain modelFood safety educationFrequent raids

Are we on the right track?

SelectedOptionChanging mindset

Big IdeaEncouraging the traders to change their behaviourKeeping the generation in concern

Campaign Objective

Building morale Massive awareness about food safetyEducating next generationBuilding healthy Bangladesh

Target groupManufacturerRetailerFarmersTransportersHome makersConsumersWholesellers

Whole sale markets Factories Food transport vehicle River ghats Stations Schools HomeCarsRoads Newspaper Social media

Targeted Audience Touchpoints TradersConsumers

Campaigns

ReachImpactTimeline

TV dramaAdulterationSafe consumptionFood safety educationNutritionEvery house of the country Active learning & getting motivated by this showYear 1, 6 months , 24 episodes, repeats twice a weekElements

ReachImpactTimelineSchool campaign

Food safety learningCultural event to spread messageGuardian gatheringStudents future traderEvery january during 5 yearsCampaign messege will spread on a large scale. Student to family, family to society and countryPractical learning

ReachImpactTimelineVillage fair Rural peopleAwareness through entertainmentOnce in a year

ReachImpactTimeline May 15Mass peopleRemiding people about food safety just before Summer fruit seasonOnce in year

motto

ReachImpactTimeline BillboardsOn spot awarenessTraders, middlemen.Year 1, 2, 3

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ReachImpactTimeline Pillars Postering On spot awarenessTraders, middlemen.Year 1, 2, 3To make the adulterators feel that their job is suicidal To be put on the pillars around the river ghats, factories and rural wholesell markets

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Your Hand postering campaign

ReachImpactFood transports painting and postering Traders and transporters Constant reminding about the message Messages to be printed on the food carrying vehicles

Car rear glass sticker

ReachImpactTimelineDistribution of pictured brochure During occassionEliminitation of incidental adulterationTraders and their workersTo aware about and avoid incidental adulterationTo be distributed among the workers involved in food processing

ReachImpactNCTB curriculumChapter about adulteration & safety.High school studentsAwareness among next generation traders

ReachImpactTimeline

Urban , English medium schoolsLearning and awarenessOnce in a year

ReachImpactVoice of influentialsUnion Parishod chairmanLocal ImamTeacherKrishi officerVillage Message delievered by trusted personnel

ReachImpactTimelineGreen Ribbon

Members of parliamentsPolitical leadersBTV news presentersAmong politicians, mass people, traders Messege spread through influencialsOccasion

Campaign ambassadorsShykh SirajSakib al hasan

ReachImpactTimelineMusic spread

Mass peopleAwareness through entertainment1st two months

Radio campaignAwareness video

ImpactTimelineGrading

ManufacturersMarketsRestaurantsF graded marketers will be bannedEvery 6 months

ReachImpactTimelineFood Manufacturer RankingAfter every six monthsCompetition among traders to be in top rankFood manufacturing companies

Food manufacturing companies

ImpactTimeline

Production style changeFrom year 4A thorough research on thatTake some pilot projects

ReachImpactTimeline 11 city corporations Competition among the food manufacurers to place their product in the fest ONLY adulteration free branded packet foods will be available in this festival Once in a year

ImpactTimelineOnline existence Increased engagement with the campaign Year 1 to Year 5Facebook pageWebsiteRegular engagement contents to be shared Grading and ranking news to be shared

ReachYoung consumers and traders

Cooking showReachImpactTimeline , , Proper way of cookingWay to buy Safe foodRun by expert Chef

Home makersSafe buying and cooking patternYear 5

Safe food in 4 stepsClean1Separate2cook3chill4

ReachImpactMatchBox campaign

All householdsMessage at kitchen

MonitoringEvaluationChecking percentage of adulterated foods in the market every six monthsDone by Government workforce

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VehicleYera 1Year 2Year 3Year 4Year 5School campaignTv dramaMatchbox campaign , Food safety day progBillboardsPillar posteringTransport and car stickerOrganic farming researchMusic making and viralGradingRankingEducation month progBrochurePure foodFairVillage fairTVC / RDC

FinancialsVehicleAmountSchool campaign40,000,000Tv darma7,500,000Matchbox campaign1,600,000 , 15,000,000Food safety day prog5,000,000Billboards9,000,000Pillar postering1,500,000Transport and car sticker800,000Organic farming research25,000,000Music making and viral1,800,000Grading160,000,000Ranking80,000,000Education month prog40,000,000Brochure1,800,000Pure foodFair40,000,000Village fair5,200,000Total434,200,000

Financials

Radio campaignAwareness video