As we know in a world where we are becoming more health obsessed we are now what we call the “nutrition label culture” where we check all the foods we buy to check nutrition, fat content, calories etc. to ensure a healthy lifestyle. Now watching our physical health is important but what about the health of our world? Eco Nutrition is the campaign to educate individuals using a familiar format seen on food packaging required by law in countries around the world. Like with our bodies, the labels make people aware of the affects of the everyday choices they make. This campaign is used to shake the ignorance and indifference of saving our world but be used as a “badge of honor” system, rewarding and recognizing those individuals and companies who make valiant efforts in our global survival. Each label focuses on clear statistics and information about how using this product/object is beneficial to the reducing of carbon dioxide emissions and ultimately stopping global warming. In addition to product tailored facts there is also a call to action to visit an Eco-Nutrition website to learn more about this subject matter. With community, political and corporate support this can grow to a new standardization of sharing information about smarter and more environmentally conscious choices in our everyday lives.
Examples: A bus station ad shows how taking public transportation is beneficial to the environment (facts from American Transportation Association). A lighting company chooses to sponsor the label as a means to associate itself with a great movement towards saving the world. A hybrid bus sports a large label to showcase its beneficial offerings to cars and people nearby. A hybrid vehicle owner proudly wears a magnetic Eco Nutrition car magnet on his car to hopefully promote others to follow in their footsteps.
This campaign won 3rd prize at the International Heated Issue Competition put on by the Design 21 network (created by a collaboration of Fellisimo and Unesco),
here are some of the judges comments
Mariana Amatullo: The appropriation of the nutrition label for this campaign is a clever strategy to communicate complex statistics and facts to wide a cross-section of the population. I particularly liked the integrated approach of the campaign which ties interventions in public space with an informational website and a call to action.
Niti Bhan: The use of the familiar in an unfamiliar way creates an impactful means of reaching out and creating awareness about actual damage done to the environment by every product or service so labeled. We are used to reading the labels on foodstuffs to ensure we are eating or drinking healthily. Similarly, we can now read the label to ensure that other choices we make such as taking a bus or buying a light bulb are ‘healthy’ for the Earth.
Omar Vulpinari: On target! Compliments. Taking off from something that already works is always an intelligent start.
Jeremy Lehrer: By standardizing information about emissions into a recognizable graphic form, Eco Nutrition highlights the environmental consequences of our everyday activities (and devices); the system can prove a meaningful guide as we begin our lower-carbon (and ultimately no-carbon) diet.
Proud of your fuel efficient car? So are we! maybe we’ll be tagging your car with a magnetic badge of honor soon.