Berlin Perth launches national campaign to ask a simple question: “Who decides Food?”
The Australian Government has appointed a new National Food Council to help shape the country’s first National Food Strategy.
The strategy presents a watershed moment to redesign our food system to ensure every Australian can access affordable, healthy food produced in ways that are fairer to farmers and better for the environment.
But the announcement of a Council heavily favouring the interests of big business has reinforced community concerns that it may not represent the everyday people it is meant to serve. Those concerns have sparked Who Decides Food?, a public awareness campaign created by independent agency Berlin and backed by a broad coalition of community voices.
Coalition spokesperson, Michelle Gortan said: ‘The Government has an opportunity to build a National Food Strategy for everyone. But with a Council that’s weighted toward industry groups, we risk a future food system shaped by narrow commercial interests rather than public need. This campaign exists to make that imbalance visible.’
At the heart of the campaign is a simple question: If our food strategy is shaped mostly by industry, who will it truly serve?
Berlin Executive Creative Director, Rich Berney, said: ‘The campaign creative pulls focus on who this food plan should be for – our beautiful people and land, not the profits of big business.”
Launching across out of home, print, social and digital, the campaign directs people to whodecidesfood.com where Australians can better understand why balanced representation matters, and stay up to date with the issue.
Credits
Campaign Partners
The Who Decides Food? Coalition includes the Australian Food Sovreignty Alliance, Food Connect Foundation, Food Ladder, Macdoch Foundation, Open Food Network Australia, Sustainable Table and Slow Food Brisbane.
Berlin — Creative Agency Partner
Managing Partner & Executive Creative Director: Rich Berney
Senior Account Director: Kate Kenyon
Strategy Director: Milica Djurovic
Senior Creative & Design Director: Will Miles
Senior Creative: Dav Tabeshfar
Finished Artist: Cameron Kim Jones
Agency Producer: Christina Zimmer
Production
Director: Matt Sav
DoP: Rhys Jones & Dayvis Heyne
Photography: Finlay Mackay
Casting & Locations: Megan Carpenter, Carpenter Casting
Voice Over Artist: Guy Dow-Sainter
Sound: Envelope Audio
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1 Comment
This is so needed! As a former Convivium Leader Slow Food Blue Mountains for many years and now relocated in Leeton in the Riverina for several years and rewilding/restoring a former grapefarm. We have a broken food system with an over emphasis on industrial animal agriculture. Alarming to think 40 per cent of the grain produced in this country goes to feed livestock. Meanwhile we have a looming global protein shortage that cannot be sustained by further intensification. All this when the average Australian does not eat the required fruit and ve