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VOL I
TARA
first Statement
of Intent
The Gut Things
Instant noodles are always on demand, especially for students. Despite knowing the risks of gastrointestinal problems such as gastric and irritable bowel syndrome (IBS), it’s a no choice to eat unhealthy foods for the sake of dealing with the bad economy. By planting healthier habits to students between the age of 12 to 22 years old where they start to have variations on their meal, a better self-consciousness and attitudes towards healthier living can be achieved in the future, build stronger immunity, and prevent serious problems.
The Gut Things is a brand campaign and learning platform aimed for students as
well as teachers, parents, and medical professionals. The sub-brand, “Digestival”, features a whole-week event in commemoration of World Health Digestive Day in May 29, according to World Gastroenterology Organisation.
The brand itself will have promotional campaigns throughout social media to reach the audience’s awareness.
"Digestival" aimed to be held at shopping
malls to meet the target audience's convenience and at ease. Guests will
receive a starter kit, consists of Edu-leaflet, event map and eco-friendly shopping tote bag.
To encourage the audience to have a healthier, gut-friendly lifestyle, during the event there will be free health screenings, gut-friendly grocery and cooking area that promotes affordable but healthy products as well as recipes, and lounge area just by the stage.
To understand gut health in a more exciting way, "Poop'n Guts: The Board Game" is made to be situated both at the event as mega board game, and a downloadable content, packed with a set of power cards of gut health: Miso Soup, Irritable Bowel Syndrome, and more.
Inspired by the Game of Goose, the goal is to reach the toilet bowl where good poops are being produced.
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2020 © Elfina Joewonowati
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