The Campaign

Part of the campaign materials developed for this anti-GMO campaign was a print ad / poster which was aimed to make people aware about the danger of genetically modified fruits and vegetables that had already infiltrated the market. Genetically modified Corn and Eggplant are already available in the market and sadly, you can’t tell the difference from naturally grown variety. These Corns and Eggplants are modified to produce their own insecticide, therefore, killing insects and worms that will eat or attack them. The question is, if they can kill and harm insects and worms, will these Corns and Eggplants kill and harm humans too? The poster / print ad sought to connect with people emotionally. And influence them to know more about the “dark side” of genetically modified food.

Creative Execution

The main objective is to clearly show the consumers the dark side of consuming Genetically Modified Foods (GMO). They used this entry as a poster/banner during their rallies and force congress to pass a stringent screening of imported GMO food items, specially corn and eggplant. CRSF also claims to increase the consumer's awareness about the danger of consuming GMOs through their Facebook site and encourage people to drop by their page.

Indication of how successful the outcome was in the market

Based on the KPI's, Consumer Right for Safe Food (CRSF) was able to convince the Philippine Congress to pass a law regulating the importation of GMOs as pure animal feeds and not for human consumption. CRSF also experienced a 300% traffic increase in their social media assets, specially in Facebook.

Being an awareness campaign with very little budget, one of the considerations of the campaign was to be able to create an iconic visual that would be easily recognisable through different platforms with minimal changes. The visual must be able to communicate urgency with minimum copy. Considering these, the design was translated through different-sized posters, not to mention also used on their CRSF's social media assets.