Campaign Proposal
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CROPPED is a visual campaign that uplifts the voices of farm workers throughout California, and informs consumers on how to use their buying power to support farm workers.
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table of contents Issue
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Research
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Testemonials
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Survey
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Objective & Strategy
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Brand Identity
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Logo
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Typography
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Color Palette
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Business System
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Marketing
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Budget
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issue While people are becoming more conscious about the produce production process from an environmental standpoint, they generally do not consider the labor aspect of the process. CROPPED increases audiences’ awareness of labor conditions that farm workers in California face in order to bring produce from fields to our markets. They grow and farm our produce during long work days, often without proper meal and rest breaks, under harsh conditions that can cause serious health risks without healthcare provided. In addition, many farm workers are undocumented and migrate from other countries, often being separated from their families for years at a time, and face systematic exploitation (like discrimination and getting underpaid) due to their statuses. Consumers need to develop mindfulness on where their food comes from, creating an urgency to improve the living and working conditions for farm workers.
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research Farm workers contribute to the $985 billion agricultural industry in the United States, but at what cost? Farm workers represent some of the most economically disadvantaged people in the U.S. Roughly 23% of worker families had total family income levels below the national poverty guidelines. Their average individual income is between $15,000-18,000 annually. Farm workers have limited access to benefits such as worker’s compensation, disability, and food stamps due to limited knowledge or lack of the necessary qualifications. Workers are also subjected to poor or limited housing conditions, with a majority of farm workers live in labor camps within the farms they work. Health is also a big concern amongst the farm worker population. A majority of workers suffer from common ailments such as obesity, diabetes, high blood pressure, and myelodysplasia, a form of cancer with pesticide is a high risk factor.
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testimonials Husband and wife in Northern California Farmers for 20 years translated from Spanish
Z: Can you tell me about the working conditions from the farm you worked for before? Well, the working conditions weren’t so great. They (the employers) paid us too little; the salary was far too little. I worked around 16 hrs daily from 4 am to 11pm. I had no time for my family, my wife, and children. I always asked them for a compromise, but they weren’t very nice with the workers. But we needed the work, which is why we were there. Sometimes the contract isn’t that great, but you have to bear with everything they tell you. They think that they have the right over everything. Us immigrants---we work harder. All immigrants come here with hope for a better future. You’re in a country that is foreign to you and it’s not yours when you come. We come here to work, and we are hardworking individuals with the will to work hard. Z: It’s important to see how hard you all work. We do this with lots of pride. Yesterday, my daughter came home from college, and her roommate, she is also hispanic likes us. My daughter was telling her about how she’s trying to find a job to help her parents pay for expenses to support her costs. “I’m going to ask for a job in the fields, farm work.” Her other housemate made fun of her. And she said how her parents “would never make me do that kind of work. My parents pay for everything.” What is wrong with working in the fields? My daughter felt an immense pain and I told her to ignore what she says. We have to show how much we do for this country and how our contribution is for our love for this country. We love it here, but yet we go through this. 8
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They look at us as if we are nothing, we are the ones that bring food to their tables.
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Farmer in Northern California Farmer for 40 years translated from Spanish
Z: Did you always have your own farm, or did you start working elsewhere? I worked in Santa Maria. Z: Was that farm a part of a bigger or smaller corporation? It was for multiple companies. Z: If you don’t mind me asking, can I ask you in what type of conditions were you working in? Wages were $2.25 an hour.
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Wages were $2.25 an hour.
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Z: What did you like and dislike from working in the farm? I didn’t mind the type of work. There are huge differences between the agriculture here [California] and over there [Mexico]. Z: What are those differences? There wasn’t enough money to buy the proper equipment. Everything is more hands-on and I wasn’t used to that. When I arrived here I used to work at a place that made tortillas, and bread. Two days later I left that place and I started to cut broccoli. That was my first job at the camp. Then it was lettuce, cauliflower, and celery. I did it all. Eventually they gave the opportunity to pick strawberries. I did it for 4 years and then we had the chance to own a piece of land. Rented, not bought. Z: When you used to work at the farm, were you paid for your work? At first we weren’t. Once we started producing the product, the profits was split 50/50. We had a minimum. If the market price was bad, we would get paid $1.80 per box. We would approximately get around 3,000-4,000 boxes at $1.80 each. 9
Mandarin orange farmer in Northern California Farmer for 30 years A: Over the time you’ve done this work, what are some of the hardships you think you’ve faced? Labor is really hard. It’s hard to find people who wanna work on farms. A: Would you like to elaborate on that? Or, how’s the process of looking for people who are down to do this work? A lot of the folks who work on farms do not have papers—they are not citizens. And so there’s risks associated with that, both for them and for us for hiring them. And yet, the country needs a system that can give these people temporary working papers so they could come and work, and then they could go home at the end of the farming season. So that’s the hard part. A: If it came down to today, what would you change about that? I wish there was affordable healthcare, so that’s the biggest part of this whole thing. So if there was affordable health care, people could do what they wanted to do; they would actually want to work on a farm. A lot of people have jobs just to get the healthcare. And so that’s the other problem---this is really hard physical work, and so my farm workers….I can’t afford to give them healthcare, so I always think about what happens when they get older. A: And just the combination with them not having papers, you get worried about everything. But for them, they save a lot of money, they send it back home, which is a much higher impact for them there than here (referencing family back home). They’re always sending money home! And they’re buying land, building houses for their families, and they’re educating their kids, and that works out. But the problem is that they can’t go visit them.
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The guy that works for me—I went and visited his family, and his mother was crying for the 3 days I was there, because she hasn’t seen him in like 15 years.
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Avocado and strawberry farmer from Southern California Farmer for 20 years
M: Being in this business for so long do you recognize any changes?
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Yeah I have, good changes. So when I was young, the way that farmworkers were treated was not even something you thought about until it was brought to everyone’s attention by Caesar Chavez. And even now, taking a step forward, now, field workers are treated so much better. Our family is one of them, about 3 years ago, that started paying our workers $1 per hour more out in the field, and it was written up in the New York Times. Let’s have everybody working for us have more of a stake in the operation. So if they felt like they were more part of the team, then they would enjoy their job better, do better for us ultimately, so it was a win-win for everyone. Like they keep their eyes on problems in the fields, when they know they’re being treated better, they’re gonna help you. It’s just the right thing to do too. They (employers) have to do better because they’re not going to be getting any employees. And it’s harder right now to find field workers and farm workers.
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M: What are some things that you provide for your workers? Better pay. Breaks, time off. People like to work for us! M: Do you see any, like, continuing hardships from, say, 20-30 years ago, that still haven’t really been addressed as appropriately as it should be? Yeah, there’s still some scummy people out there who will take advantage of their farmworkers. But they become known and the workers know it, and they talk, and its getting the words out. Overall the whole industry is so much better. Everything’s getting better. I love our family because, we also grow in Baja California, Baja Mexico, and mainland Mexico, and we have housing for our people, we have stores, we have medical facilities, we have free babysitting facilities, so its really awesome. So everybody wants to work for us down there. And some unsaid names, I won’t say, are near us, that they would rather not work for, they would rather come work for us down there.
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survey A survey was conducted to learn more about the consumer perspective regarding their produce shopping habits and their views on farm labor rights. We asked consumers whether they try to shop locally and through our survey we found out that 37% rarely shop locally and 20% never do. These results were significant by demonstrating a split response from our audience. In our survey we also asked whether they consider where their produce is sourced from and 55% responded no, while 45% responded with yes. To get a further understanding, people that responded with yes tended to show their concerns towards the environmental impact while only 6 responded with concerns towards the farm workers themselves. Lastly, we asked our audience whether they check if their produce is ethically sourced and 80% responded with no, showing their concerns mainly towards the cost and simply that they don’t think about it. This showed us that we need to shift our focus towards giving people the tools and information to shop ethically on a budget and factual evidence on ethical violations against farm workers. Our survey totalled 103 responses over the course of 4 days. We reached out to our target demographic and of the reponses, 88% were between the ages of 18-24, and the following largest age group being ages 25-34. Distribution was done throughout social media such as Instagram and Facebook.
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How often do you try to shop locally ?
37%
20%
(e.g. farmer’s market, etc.)
8%
Rarely
“ I think it’s important to at least consider the party responsible for getting produce from the farms (and/or factories) to your local grocery store. ”
56%
(e.g. local, imported, fair trade, etc.)
Sometimes
Never
35%
Do you think about where your produce is sourced from ?
Always
Yes 44%
No
“ Those are brown folks out in the fields. People that look like me, my mom, my dad. So many others! So yes, that’s my community. I am them as much as their labor keeps me fed. ”
“ Haven’t really thought about it, but I’m sure most of it isn’t and wish I’d known. ” Do you check if your produce is ethically sourced ?
80%
20%
Yes No
“ I don’t always check because price is my primary determining factor, but it’s nice to occasionally find produce at the intersection of being both reasonably priced AND locally sourced. If I hear of ethical issues from specific farms/companies, I will avoid purchasing their produce whenever possible. ”
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objective & strategy Overview As an awareness campaign, CROPPED aims to bring facts and personal narratives into the public eye, connecting the personal with the political. Our campaign will be distributed across California in urban regions through print and digital formats. We will also gauge the effectiveness of the campaign by conducting surveys on audience’s purchasing habits, and looking at app engagement after the campaign is released. The campaign will first run for three months in San Francisco during Phase 1, and after observation, if successful, will continue for another three months. Finally, it will expand to be released in other urban cities nationally. In this second three months window, CROPPED will distribute a call-to-action campaign that will further encourage consumers to purchase consciously and refuse large brands and farms that carry out unethical labor practices. Messaging Farmworkers are defined as agricultural workers hired on farms for harvesting and other related agricultural production processes. More narrowly, migrant farmworkers refer to those who are employed seasonally, moving from one farm another. While our campaign seeks to highlight all farmworkers, we acknowledge that a significant portion of these farmworkers are migrant farmworkers. With our tagline: “Buy local. Change begins with you.� We wanted to give consumers concrete action steps to support farmworkers, and help empower them in improving their living and
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working conditions. Through buying locally (ie. ethical and sustainable labor from local communities) as well as seasonally, consumers use their buying power to ensure the continuous employment of migrant farmworkers. This also strengthens their connections with their farms in the long term, and reduces outsourced labor. Generally, produce in demand exceeding the supply is outsourced to other regions or countries, where farmworkers are even more unprotected and vulnerable. When consumers increase the demand for seasonal produce, it also increases the employment of farmworkers to produce more supply. Audience Our general audience consists of produce consumers who frequent supermarkets and other big box stores. We would like to focus in on adults of any gender between the ages of 18-35, like young, middle class +, working professionals, in urban areas of California such as the San Francisco Bay Area, Los Angeles metropolitan area, San Diego, Sacramento, etc. We aim to reach people who come from all socioeconomic backgrounds, like advocacy leaders, legislators, and food industry workers to create a cultural shift regarding food production and labor conditions, but we hope our message will directly influence economically comfortable individuals who typically can afford to purchase ethically and shift their buying habits, when seeing that produce cost is often representative of the quality of life for farm laborers.
Strategy While this issue is complex and multifaceted, CROPPED focuses on introducing the issue for awareness, and educating our audience through advertisements and mail pamphlets. Our public advertisements will be displayed on public transit, bus shelters and stations, billboards, through social media, a website, and targeted digital ads. Our campaign aims to provide an audience for the farm workers and uplift their voices to tell their stories. With a positive tone, CROPPED does not intend to shame anyone who purchases from farms that do operate unethically, but instead, provide more knowledge and information for the consumer to make their own educated decisions when purchasing their groceries. We will equip the audience with tools, like an app that informs them of whether a grocery brand is ethical, and also recipe cards that help them with buying and eating seasonal produce. Our advertising materials will feature halftone photos, and cropped photos of farmers hiding their identities, for both confidentiality and to highlight how anonymous their stories and efforts truly are when it comes to producing our food. To implement this campaign and ensure a successful first quarter run, we would needstrong communication with local grocery stores, farmer’s markets, and co-ops for sponsorship and support. We need to establish a strong presence in grocery stores to encourage people to purchase ethically, and locally, to support farm workers. Our CROPPED campaign members will facilitate the distribution of deliverables within grocery stores and supermarkets, and directly engage consumers with the campaign messaging. Maintaining a relationship with those establishments would be necessary to be able to distribute our campaign items to their patrons.
Phase 1 : San Francisco for 3 months Phase 2: TBD Phase 3: TBD
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brand identity
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logo Color
Black
White 18
typography Display Type Proxima Nova Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789?!
Proxima Nova Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789?!
Proxima Nova ExtraBold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789?!
Body Copy
Henriette ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?! 19
color palette
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Winter Green CMYK 85, 49, 64, 41 RGB 31, 77, 72 PMS 560C #1F4D48
Spring Green CMYK 64, 18, 100, 3 RGB 107, 158, 64 PMS 576C #6B9E40
Fall Red CMYK 22, 85, 77, 1 RGB 182, 69, 81 PMS 7419C #B64551
Squash Yellow CMYK 6, 16, 65, 0 RGB 239, 207, 117 PMS 134C #EFCF75
Summer Citrus CMYK 3, 37, 75, 0 RGB 242, 170, 84 PMS 804C #F2AA56
Almond Brown CMYK 18. 37, 77, 1 RGB 210, 160, 85 PMS 7509C #D2A055
image treatment
Color palette is used two colors at a time in duotone, then treated with a halftone pattern. 21
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marketing
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business system
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pamphlet & infographic poster
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public
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merchandise
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recipe cards Alongside a pamphlet, tote bags filled with campaign merchandise will be distributed at a display table in participating grocery stores. Included in the tote bag are a t-shirt, produce bag, cap, button pin, an assortment of stickers, and a pack of recipe cards. The recipe pack will feature four easy recipes that can be made with produce that is currently in season. A new pack will be distributed every three months according to the current produce that is in season.
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Digital
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website
social media
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app
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budget Deliverable
Units
T-Shirts
500
$5.45
$2,725
Caps
500
$8.97
$4,485.00
Produce Bag
500
$2.64
$164
Tote
500
$2.21
$1,320.00
Stickers
500
$0.17
$1,105.00
Buttons
1500
$0.33
$255.00
Recipe Cards
2000
$0.03
$60
Envelopes
500
$0.44
$219
Billboard
1
$3,000/month x 3 months
$9,000
Bus Shelter
2
$4,500
$9,000
SFMTA Bus Ads
20
$8.12
$162.40
1000
$0.30
Mail Pamphlet
Price Per Unit
Cost
$300
$12
$12
Website Grand Total
$28,807
Grants: Sprouts Supermarket
$1,000
Rainbow Grocery
$2,000
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Alice Kuang Maggie He Zoe Marin Scott Sanchez DES 154 WQ 19 38
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