Health Canada
Food Safety education for young adults
Health Canada is responsible for setting standards and providing advice and information on the safety of food. Part of their mandate is to increase outreach and education efforts to help address various food safety knowledge and behaviour gaps.
The creative challenge
For many young Canadians, moving out and living independently for the first can be overwhelming for a lot of reasons. We wanted to make sure knowing how to cook safely wasn't one of them. Since youth between the ages of 20 - 28 are just starting to experiment in the kitchen, Health Canada sought our creative services to make sure they know how to cook, clean, chill, and separate their food.
The solution
To encourage young people to improve their food safety standards, we created a video campaign to let them know that they don’t need to be professional chefs to bring a safe (and edible) meal together in the kitchen.
To do this, we created 15s spots featuring every step in the food safety process (cook, clean, chill, separate). The videography was intentionally stylized to look like scenes from a cooking show, with close-up shots of the process that look cinematic. This was done to contrast the intention, which was helping youth understand that they don’t need to be professional chefs to know how to cook safely.
Services I provided
- Copywriting
- Strategy
- Concept development
- Art and video direction