Process Manual
2
mission statement
4
case studies
5
research
6
Survey
12
idea development
15
graphic standard
20
design analysis
33
3
Mission Statement CROPPED is a visual campaign that uplifts the voices of migrant farm workers throughout California, and informs consumers on how to use their buying power to support farm workers.
4
Case Studies
The Real Food Challenge is a nationwide campaign and food movement that leverages the power of university student and youth voice for a fair trade food system. The campaign mobilizes for “real food” nationwide---to move 1 billion of university food budgets away from industrial farms by 2020. Instead, they seek to strengthen local economies, ensure sustainability, and uphold human rights with food sources. the campaign uses multifaceted approaches to achieve their vision, like highlighting signatory schools, Real Food Campus Commitment, Real Meals Coalition, Real Food Calculator, and offering seminars and resources to schools. By framing their approaches as “challenges” on social media platforms, they excite students, which gets them directly involved in advocating for their university’s administration to commit to the “challenge.” As a result of its widespread challenge across universities, the Real Food Challenge has been able to obtain over 16,000 followers on social media. The Real Food Challenge has committed 4 large university systems (e.g. University of California) and 43 universities to the “Real Food Campus Commitment,” holding them accountable to commit at least 20% of food budgets to buying “real food.”
Born Complete is UNFPA’s (United Nations Population Fund) online awareness campaign that sheds light on Female Genital Mutilation (FGM) and its effects. FGM is a procedure in which the female genitals are either partly removed to inhibit a woman’s sexual feeling. A majority of FGM procedures are done on girls between infancy and the age of 15. Over 200 million girls have been affected by FGM and 68 million more will be affected by the implications of FGM by 2030. FGM is also a violation of human rights as girls are subjected to such procedure due to their culture. The objective of this campaign is to spread awareness and uses a mixture of testimonies from victims, the consequences of the procedure, and the facts. With advocation comes education. The UNFPA also provides resources like classes to educate communities who practice FGM and give them perspective on how their actions can affect victims. They also provide resources such as medical attention, and workshops to empower the victims affected. The campaign also includes a donation and pledge links, so that people can stand in solidarity with the victims and donate to the cause.
Alexandria Ocasio-Cortez was an unknown young political candidate with no prior experience in congress. She is the youngest woman elected as part of the House of Representatives. Her campaign is unlike any other since she did not take any money from corporations or lobbyist. The identity was highly influenced by renown activist such as Dolores Huerta and Cesar Chavez. Photography was used in the campaign picturing Ocasio to represent her gaze as the future of politics in the perspective of hope and positive change. The overall campaign has a “viva la revolucion” (long live the revolution) as a new voice in politics since the government already lacks a voice for younger politicians. The campaign was designed to be bilingual since Ocasio is of Latinx descent. This is effective since the majority vote is white, this politicizes the outreach towards Latinx folks in order to increase involvement in the community. She was able to win her place in the House of Representatives for the state of New York. The campaign design itself gained a lot of attention for its radical and well designed deliverables for a campaign that wasn’t presidential.
truth is an ongoing campaign that aims to increase awareness and expose Big Tobacco, the world’s five largest tobacco companies, and their methods of manipulation that entice people to consume tobacco products. Their campaigns try to motivate people to be more informed on tobacco and advocates for the end of smoking. Originally centered around traditional smoking cigarettes, truth has also expanded to tackle Juul and e-cigarettes. Focused on statistics, data, and quotes, their awareness campaigns are centered on providing factual statements, with information presented in bold and striking colors. Their campaigns aim to avoid shaming smokers and remain sympathetic. truth provides facts about smokers of all demographics, but the target audience is primarily adolescents, teenagers, and young adults, with a call to action for the youth of today to be the last generation that smokes. Campaigns are distributed throughout the nation in public, kids’ television networks, through social media, and at events heavily attended by young adults such as music festivals.
5
research
6
Problem 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.
7
Testimonials We conducted interviews with local farmers and farm workers to get their thoughts and opinons on the farm industry.
8
Husband and wife in Northern California Farmers for 20 years
Farmer in Northern California Farmer for 40 years
translated from Spanish
translated from Spanish
Z: Can you tell me about the working conditions from the farm you worked for before?
Z: Did you always have your own farm, or did you start working elsewhere?
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.
I worked in Santa Maria.
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.
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: 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. 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?
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.
Mandarin orange farmer in Northern California Farmer for 30 years
Avocado and strawberry farmer from Southern California Farmer for 20 years
A: Over the time you’ve done this work, what are some of the hardships you think you’ve faced?
M: Being in this business for so long do you recognize any changes?
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.
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. 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.
9
creative brief
needs Everyone needs food to survive and it comes at a cost that is not just monetary. While people are becoming more conscious about the food production process from an environmental standpoint, they generally do not consider the people who carry out these necessary operations. CROPPED brings awareness to the labor conditions and situations that farm workers in California face. They grow and farm our food in long work days, often without a 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. Consumers need to be educated and encouraged to think about where their food comes from to develop greater awareness. We want to encourage our audience to buy with the seasons, connect with farmers to see if their produce is sustainably grown, and purchase from farms that provide better working conditions for their workers. If the general population started increasing the demand for ethical farms and supporting ethical labor, the industry can see a much-needed change in the labor conditions for its farm workers.
10
project objective
project strategy
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 measure and gauge the effectiveness of the campaign quarterly, by conducting surveys on audience’s decisions and purchasing habits after the campaign is released. The campaign will first run for six months, and after observation, if successful, CROPPED will be continued for another six months and expanded to be released in other urban cities nationally. In this second six months window, CROPPED will distribute a follow-up callto-action campaign that will further encourage consumers to purchase consciously and refuse large brands and farms that still carry out unethical labor practices.
CROPPED focuses on educating our audience through advertisements and mail pamphlets. Our public advertisements will be displayed on public transportation, bus shelters and stations, and billboards. The campaign will also have an online presence through social media, a website, and targeted digital ads. The tone of the campaign is educational and highlights the stories of farm workers in California. 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. Our advertising materials will feature color-treated photos and portraits of actual farm workers with their identities hidden to protect their status in the United States, as well as to highlight how anonymous their stories and efforts truly are in producing our food.
background Historically, organized efforts like the United Farm Workers’ Movement and Delano Grape Strikes have made significant progress in improving farmworkers’ working and living conditions. Current efforts that shed light on the subject are in the form of organized actions and organizations dedicated to fighting for farm workers’ rights. Notable campaigns such as UFW’s Overtime: Fairness for Farm Workers Act which focuses on ending the racial exclusion of farm workers by introducing a bill that provides overtime pay they deserve. Darigold another campaign ran by UFW focuses on bringing civil justice to Darigold Farm workers who are discriminated and deprived of many rights such as breaks and are subjected to forms of harassment (sexual, verbal). A recent occurrence is represented in Driscoll’s working conditions exposing the mistreatment of their farm workers through wage theft, inadequate housing, and hostile working conditions. This has brought the movement of protest Driscoll’s, although, Driscoll berries are often enough in our produce section making it easily accessible for purchase. It reminds us that although previous movements have achieved reforms for farm workers, there are still companies engaging in the mistreatment of migrant workers. These current movement building efforts are largely through grassroots organizing, advocacy, and mobilization, without using visuals as a primary campaign strategy. Thus, CROPPED, with its compelling visual storytelling alongside facts and statistics, can reach new audiences, and move them to take action in a refreshing way.
message CROPPED wants consumers to consider the people behind our produce. Our food often comes at a cost for farm laborers---people should be encouraged to purchase from ethically from farms who support their workers, and support initiatives uplifting the dignity of farm workers.
audience Our general audience are adults of any gender between the ages of 18-35, especially young, working professionals, in large, urban areas of California such as the San Francisco Bay Area, Los Angeles metropolitan area, San Diego, Sacramento, etc. The people within this demographic are frequent grocery shoppers who are generally more conscious about social issues. Compared to an older age group, they are also more receptive to change and adjusting their practices in response to our campaign. 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, but we hope our message will directly influence economically comfortable individuals and young urban professionals who typically can afford to purchase ethically, when seeing that produce cost is often representative of the quality of life for farm laborers. 11
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
How often do you try to shop locally ?
37%
Always
20%
(e.g. farmer’s market, etc.)
Sometimes 8%
also asked whether they consider where their produce is sourced
Rarely Never
35%
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.
“ 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. ”
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
Do you think about where your produce is sourced from ?
56%
(e.g. local, imported, fair trade, etc.)
Yes 44%
No
giving people the tools and information to shop ethically on a budget
“ 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. ”
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%
“ Haven’t really thought about it, but I’m sure most of it isn’t and wish I’d known. ”
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.
12
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. ”
13
timeline
topic brainstorming week 3-4
proposal week 9
logo development week 6
finish Start
research week 5
14
deliverables
project complete
week 8
week 10
idea development
15
topic brainstorm When it came to deciding our topic, we brainstormed to find what topic we all are passionate about. Initianally, we thought on focusing on colorism, police brutality, or labor rights. All of our topics were centered around social justice because we want more people to gather knowledge in these topics. After iterating through all of our ideas we narrowed our topic down towards farm labor rights and uplifting migrant farm workers stories and changing consumer habits to support farm workers.
Stage 2 Brainstorm racial justice
1 addressing
of disproportionate rates whence against color Usp Black Native trans
2 environment justice land degradation
Native sovereignty pipeline oil spills infringement on
TOPICS Bid
colorism
informational resources
for survivors healing
rights
class iranian
3 gentrification
t
displacement
reeninstream
Mistake.imindigenous violence against
moment
Trans
woman
a police food
labor
MMIW
i
brutality
narrative
migrant farmworker
isn't
zero waste movement an
individual effort
sources of food labor
Corporation exploits environmental issues
SPECIFICS
board game portrait serves a
16
bright brand juxtiposition
colors
t
risky
how we present the
rights d
presentfacts
I
l
name brainstorm farmworkers
1
I
Hyamffthornfffrs
farmtofork
hawefef.me
gultivate arid
yoYY
oFd
organize 1
I
behind
behind
theme
behind the
soil
When we began brainstorming our campaign name, we wanted to combine words that were associated with agriculture and civil rights. We wanted to use a word of phrase that embodied the values of our campaign through it’s message. We went on forward with “CROPPED” with a subheading of “who’s left out”. The meaning behind the name is related to crops, but also displaying the workers that are often forgotten and “left out of the picture. Hence, the name “CROPPED” and “who’s left out”, in order to remind consumers that there are people providing for us in the backend of our produce.
the sickle
Under the sickle the sun behind
behind the grain
17
logo development As part of our logo development we wanted to play with the double meaning within crop: cropping of pictures, and cultivated produce. We played with the concept of cropping pictures and the dash lines that surrounds the image. We also tried to incorporate different crop iconography. Through our iterations we noticed that our logos were missing the message and who of the campaign. Therefore, we focused our direction to develop a logo that correlated with our purpose.
18
digital iterations
’
’
Originally, we focused on the “cropped” aspect to allude to farmers’ narratives being left out, while referencing produce. We also kept forms round and minimal. However, we realized these logo iterations seemed too vague, and moved too much away from the “who,” ie. the actual testimonials narratives, so we incorporated a profile view of a farmer with an orange in the next iteration. Using the forms of the profile view,
’
w h o’s l ef t o u t ?
w h o’s l ef t o u t ?
CROPPED
CR
PPED
CR
PPED
we also create the shadows of the orange. Thus, when used in small scale, it looks like an orange, but with a closer look, one can see the farmer form. We found that this logo best represents our campaign, as we’re calling for consumers to take a closer look about the origins of their food sources.
19
graphic standard
20
dimensions
variations
1.0795x
X
21
Icon
Bad use
do not change the colors
do not alter pieces of the logo
22
do not stretch logo
typography Display Type Proxima Nova Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789?! Proxima Nova Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789?! Proxima Nova ExtraBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!
Body Copy
23
color palette
24
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
business system
25
pamphlet & infographic poster The pamphlet presents the campaign to consumers with facts, statistics, quotes, and a guide to being more responsible with our purchasing habits. The pamphlet encourages consumers to buy locally and buy with the seasons. To further encourage the idea of purchasing in season produce, a recipe pack will be included, as well as a poster on the background that includes a list of produce available during each season in California. This poster can be easily posted on a refrigerator or kitchen and allows for the pamphlet to be interactive and an easy resource to be accessed.
26
public ads
27
merchandise
28
recipe cards  The recipe pack will contain four recipes made from produce that is all in season. A new pack will be released each season and only the pack that is in season will be released during that specific time. This will prevent consumers from looking at other recipes that call for ingredients that are not in season and imported, as well as keep consumers continuously engaged with the CROPPED campaign throughout the year.
29
website
30
social media
app
31
Budget
Deliverable
Units
T-Shirts
500
$5.45
$2,725
Caps
500
$8.97
$4,485.00
Produce Bag
500
$2.64
$1,320.00
Tote
500
$2.21
$1,105.00
Stickers
1000
$0.17
$170.00
Buttons
1500
$0.33
$60
Recipe Cards
2000
$0.03
$9,000
Evenlopes
500
$0.44
$9,000
Billboard
1
$3,000/mo x 3 mo
$162.40
Bus Shelter
2
$4,500
SFMTA Bus Ads
20
$8.12
Mail Pamphlet
1000
$0.30
Website
Price Per Unit
Cost
$300 $12
$12
Grand Total $28,339 Grants:
32
Reed Supermarket
$1,000
Whole Foods
$2,000
design analysis
33
Zoe Marin Job Description
Design Problem
Research
As part of the team, I collaborated with my other team member to develop the branding and identity of CROPPED. I focused on developing the posters, web/ app, and stickers. All printed media was a collaborative process between my team members and I. In order to keep consistency throughout the branding I assisted my team with the art direction of all printed content. As for the website and application, I contributed in developing the UI for the website and application for CROPPED. In addition, I used my bilingualism to interview fellow farmers at the farmers market and communicated with others via email to gather research sources as part of my responsibility as the communications coordinator for the team. I also assisted my team in any finishing touches such as mocking up deliverables.
While people are becoming more conscious about the food production process from an environmental standpoint, they generally do not consider the labor aspect of the process. CROPPED brings awareness to the labor conditions that farm workers in California face, in order to get produce from fields to our markets. They grow and farm our produce in 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, and create an urgency to improve the living and working conditions for farm workers.
We initially gathered our research through interviewing farmers at the davis farmers market in order to learn more about their experiences working in the agricultural business. This allowed us to develop a personal connection to our project and the workers stories that we are trying to uplift. To assist our testimonials, we gathered research from various organizations through online research. In order to backup our mission, we thought it would be best to have factual evidence to support our argument. In addition, to learn more from the consumer side we formulated a survey and distributed it online. In total we were able to gather over 100+ survey responses. This helped us learn more about our audience and how most of their awareness towards ethical shopping was focused towards the environmental side rather than the working conditions of workers. Therefore, allowing us to shift our campaign towards educating and bringing awareness to our projected audience.
Our mission is to create awareness of who’s truly behind our food because often enough us as consumers don’t think about what we consume. Our approach to give people the resources to change their shopping habits to support farms that don’t exploit their workers. We also want to uplift the narratives of these workers therefore we interviewed folks as a form to connect our project to our values. The campaign will be distributed with partnered groceries stores and/or farmers market to bring awareness to consumers for them to rethink their own shopping habits.
34
Planning
Communication
Implementation
Our timeline to start the campaign starts off by implementing marketing with billboards, bus stop billboards, and the poster campaign. The poster campaign is one of the main elements so the plan is to spread the posters near groceries stores throughout san francisco. The posters themselves include testimonials and statistics to reveal the working conditions and efforts of farm workers here in california. After our marketing is launched, we plan on using our promotional deliverables to table in selected groceries stores for others to gather resources in what they can contribute towards the movement.
Communication within our group was effective and we kept each other accountable towards following our schedule. Although, conflicts did come up that were out of our hands we tried our best to not let any obstacles affect our workflow. Communication with other organizations and scholars was difficult since we did not receive any responses from the people we contacted via email. Our most effective communication was through connections that we gathered during our research process at the farmers market. Aside from working in class, we spent time outside of class to work collaborate on all content together. We met weekly in order to stay on track with the project.
To improve our design process, we need to gather further research and connections to our mission. As time was limited, we wanted to talk to more farm workers and create more connections to other farm labor rights organizations. Other than that we need to get more feedback from our audience to see what resources they need towards the problem. And whether our implementation is effective towards changing their own consumer habits.
35
Scott Sanchez Job Description
Design Problem
Research
My roles in cropped were logo deisgner, print and layout
While people are becoming more conscious about the food
When conducting research. We wanted to create a
designer. I contributed to the logo development as well
production process from an environmental standpoint, they
campaign that showed flaws in the battle for equality.
as create the layout for our proposal and process manual.
generally do not consider the labor aspect of the process.
We wanted to expose those flaws in a way that doesn’t
Also conducted a few interviews with farmworkers.
CROPPED brings awareness to the labor conditions that
take sides or creates a radical way of thinking. Our topic
farm workers in California face, in order to get produce from
ended up being the current state of farmworkers’ rights
fields to our markets. They grow and farm our produce in
in the agricultural industry. We researched their standards
long work days, often without proper meal and rest breaks,
of living, their immigration status, their income levels,
under harsh conditions that can cause serious health risks
and their lack of financial resources. We wanted to know
without healthcare provided. In addition, many farm workers
how these farmworkers felt and make their voices heard.
are undocumented and migrate from other countries, often
We used interviews as a way to get a raw account of
being separated from their families for years at a time,
farmworkers hardships and struggles as they work to
and face systematic exploitation (like discrimination and
stay afloat. The interviews are also a staple to how we
getting underpaid) due to their statuses. Consumers need
approached our topic. It helps create messages that
to develop mindfulness on where their food comes from,
leave gut wrenching impacts and let you know what’s
creating an urgency to improve the living and working
really going on behind the scenes.
conditions for farm workers. We want our campaign to make an impact and give people a reality check. This issue isn’t going away anytime soon, and want people to know that they can make a difference in the effort for farmworker’s rights.
36
Planning
Communication
Implementation
Our project required multiple resources and assets. Aside
UFW (United Farm Workers) https://ufw.org/
In order to have a successful and fruitful campaign,
from interviewing farmworkers we also reached out to
National Farmworker ministryhttp://nfwm.org/
we would have to collaborate with the local
faculty members on campus. We reached out to Glenda
Farm Owners and Farmworkers
farmer’s Markets, grocery stores, and local food co-
Drew, who gave us a lot of information on farmworker rights as well as reffering us to other people and resources that could help us as our project progressed. We also planned to take a trip to a farm to get a closer look on how it is ran as well as see the state of the workers.
Glenda Drew Here are a variety of resources from Staff and faculty from around campus
ops for their solidarity and support. Establishing a relationship with these groups is important.
-California Institute of Rural Studies Gale Wadsworth Ildi Carlisle Cummins -UCD Chicanx Studies Natalia Deeb Sossa -UC Berkeley Labor Center Alicia Flores -United Students Against Sweatshops — United Farm Workers -Destiny Padilla and Martin Giron Our group dynamic was on point. We all distrubuted the work equally and worked dillgently as the deadline approaches. We created an imessage group chat so we can update each other on a regular. As a group we all met up otuside of class when time permitted. To keep our group organized we also created a google doc to keep all our files and assets in one place.
37
Maggie He Job Description
Design Problem
Research
For this campaign I was a designer and the editor-in-
While people are becoming more conscious about the
We each completed initial research as well as further
chief. My main responsibilities included developing
produce production process from an environmental
supplemental research throughout the development
layouts and designing the campaign proposal, recipe
standpoint, they generally do not consider the labor aspect
of our campaign. We reached out to professors and
cards, and mail pamphlet. I also helped with logo
of the process. CROPPED increases audiences’ awareness
organization leaders within the Davis community to gain a
development and designing deliverables such as a
of labor conditions that farm workers in California face in
better understanding of the various types of work based
t-shirt, tote bag, and cap. I created the budget for the
order to bring produce from fields to our markets. They
on our topic of farm workers. We also conducted online
campaign, as well as performed bookkeeping for our
grow and farm our produce during long work days, often
research that centered around facts and statistics of
own personal expenses in designing the campaign,
without proper meal and rest breaks, under harsh conditions
today’s farm workers, and the history of migrant workers
and ordered all deliverables. Alongside team member
that can cause serious health risks without healthcare
in the United States.
Zoe, I drafted and published a survey. As the editor in
provided. In addition, many farm workers are undocumented
chief I read through every piece of copy and reviewed
and migrate from other countries, often being separated
We also conducted a survey that was released online
all graphic elements in the campaign. I looked at the
from their families for years at a time, and face systematic
campaign as a whole and determined areas of strengths
exploitation (like discrimination and getting underpaid) due
and especially weaknesses, whether it was a lack of
to their statuses. Consumers need to develop mindfulness
research in a specific area, a difficult thought process for
on where their food comes from, creating an urgency to
our audience to easily grasp, or disconnected and non-
improve the living and working conditions for farm workers.
cohesive graphical components. I often played the devil’s
We wanted to create a visual campaign that uplifts the
advocate to evaluate our current ideas and determine
aware of unethical labor practices, and which ones.
voices of farm workers who are rarely considered when we
whether they were necessary, justified, and within reason
think about food. We wanted our campaign to be based on
To achieve real testimonies and accounts from the farm
for this campaign.
farmer testimonials, facts and statistics, and strong imagery with an homage to the traditional graphics and style of early grassroots movements for farm workers’ rights.
through social media and collected data from 104 participants, predominantly aged 18-29, our target demographic for this campaign. The survey was designed so that we could understand our demographic and their level of awareness and willingness to shop ethically. We also wanted to see to what extent was our audience
workers themselves, a large part of our research were interviews with farmers in the California region. We visited a local farmer’s market and conducted interviews with four different farms, with different perspectives. This portion of the research component allowed us to gain information and first-hand accounts that would not be attainable elsewhere.
38
Planning
Communication
Implementation
Given a timeframe of 8 weeks from initial brainstorm
We were in contact with Glenda Drew, who had done work
In order to have a successful and fruitful campaign,
to the final delivery of the campaign, we developed
in advocacy for farm worker’s rights in the past, and has a
we would have to collaborate with the local
a detailed schedule for each class period and each
direct connection to farms and people in the industry in the
farmer’s Markets, grocery stores, and local food co-
encompassing week. Though we were met with many
Northern California region. She then referred us to a number
ops for their solidarity and support. Establishing a
setbacks and delays, we regularly readjusted our
of people to reach out to, all of whom we sent e-mails for
relationship with these groups is important.
schedule and followed it accordingly to be on track
contact.
with the completion of our campaign. We brainstormed
-California Institute of Rural Studies
together on campaign names, logos, and branding design,
Gale Wadsworth
with each of these being a major challenge for us that went through countless iterations and ideas. The delay in development of these design elements led to the delay of our deliverables being designed and ordered, however,
Ildi Carlisle Cummins -UCD Chicanx Studies Natalia Deeb Sossa
we were eventually able to gather all our desired
-UC Berkeley Labor Center
deliverables. We did separate into our roles, dividing
Alicia Flores
responsibilities and allowing ourselves to tackle multiple
-United Students Against Sweatshops — United Farm Workers
fronts at once.
-Destiny Padilla and Martin Giron Within our group, we had great communication between team members, texting regularly and updating each other on our individual progress, showing our current progress on a specific piece of the campaign, or reaching out when one of us needed help with a task. We shared our files through Google Drive and regularly uploaded newer versions of the various graphic elements in our campaign aesthetics. We utilized class times for discussions, working further on our separate tasks on our own time, and also met frequently outside of class, whenever we had available time. 39
Alice Kuang Job Description
Design Problem
Research
My role in the campaign was the campaign manager,
While people are becoming more conscious about the
In the initial research, we looked into the history of
photographer, and designer. As a campaign manager,
produce production process from an environmental
injustices against farmworkers, and how they have
I laid out the entire 8 week timeframe, and created
standpoint, they generally do not consider the labor aspect
shaped the continuous exploitative circumstances
milestones for our team to meet per week. Then, I
of the process. CROPPED increases audiences’ awareness
that farmworkers work in today. Next, we compiled
translated the timeline to a Google calendar, which
of labor conditions that farm workers in California face in
research to from bureau data, statistics, and non profit
would notify the group of our scheduled meeting times,
order to bring produce from fields to our markets. They
organizational reports to back this claim:
deadlines, and tasks, and consistently kept it updated.
grow and farm our produce during long work days, often
In addition, I maintained a wider scope of the overall
without proper meal and rest breaks, under harsh conditions
“Farm workers contribute to the $985 billion agricultural
campaign, asking the team to step back from the
that can cause serious health risks without healthcare
details, analyze the messaging and branding, ask critical
provided. In addition, many farm workers are undocumented
questions, and ensure that all components are cohesive.
and migrate from other countries, often being separated
As a photographer, I took photos at our farm, farmers’
from their families for years at a time, and face systematic
market, and Davis food-co op photoshoots using a
exploitation (like discrimination and getting underpaid) due
DSLR, then edited them in Adobe Lightroom. While our
to their statuses. Consumers need to develop mindfulness
collaborative team of designers had all hands on deck
on where their food comes from, creating an urgency to
for all aspects of the campaign, my primary role as a
improve the living and working conditions for farm workers.
designer was to treat photos with rendering, gradient
We want to encourage our audience to buy with the
Workers are also subjected to poor or limited housing
maps, and halftones. I also designed the business system
seasons to increase seasonal employment, connect with
conditions, with a majority of farm workers live in labor
and logo.
farmers to see if their produce is sustainably grown, and
camps within the farms they work. Health is also a big
purchase from farms that provide better working conditions
concern amongst the farm worker population. A majority
for their workers. If the general population started increasing
of workers suffer from common ailments such as obesity,
the demand for ethical farm, and leveraging their consumer
diabetes, high blood pressure, and myelodysplasia, a
power to support ethical labor, the industry can see a much-
form of cancer with pesticide is a high risk factor.”
needed change in the labor conditions for its farm workers.
40
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.
Planning
Communication
Implementation
We created our 8 week timeline from the get go, but
As a group, we had all hands on deck, and worked
We will be implementing the campaign in three
remained flexible enough so we could change the
according to each others’ varying capacities. We texted
phases: phase 1 in San Francisco for 3 months,
schedule and milestones along with the iterative process.
everyday to check in on new ideas, small changes, and
and we would ideally expand to other urban areas
We ran into issues with solidifying branding and the logo,
bonded as a team to ensure everyone is on the same
across California, depending on success of the first
which delayed our initial timeline, but we checked in with
page and maintained the same vision. We stay engaged in
phase. As another essential part, we will establish
one another regularly to make sure we could be adaptive
planning and committing to our hours long work sessions.
and maintain strong partnerships with local grocery
to new timelines.
As for external contacts in addition to the farmworkers,
stores, farmers’ markets, and food co-ops, as we
another primary informational contact was Glenda Drew,
will be distributing our deliverables, and physically
a design professor who’s also done extensive work with
outreaching our campaigns at these locations. To
workers’ rights. She also has connections to farms and
gauge this success and campaign direction, we will
researchers in Northern California. Contacts included:
be conducting monthly surveys to see its effect on
-California Institute of Rural Studies
consumers.
Gale Wadsworth Ildi Carlisle Cummins -UCD Chicanx Studies Natalia Deeb Sossa -UC Berkeley Labor Center Alicia Flores -United Students Against Sweatshops — United Farm Workers Destiny Padilla and Martin Giron
41
Works Cited https://www.farmworkerjustice.org/sites/default/files/NAWS%20data%20factsht%201-13-15FINAL.pdf http://www.ncfh.org/uploads/3/8/6/8/38685499/fs-migrant_demographics.pdf http://nfwm.org/farm-workers/farm-worker-issues/# https://www.ers.usda.gov/topics/farm-economy/farm-labor/ https://arefiles.ucdavis.edu/uploads/filer_public/00/f3/00f3fc4e-0d18-43e7-9e13-c69c959b908a/martincafarmlabor2016.pdf https://are.berkeley.edu/~howardrr/pubs/lmd/html/fall_92/califarmw.html http://time.com/8515/what-the-world-eats-hungry-planet/ https://aghealth.ucdavis.edu/about-us https://www.uua.org/sites/live-new.uua.org/files/documents/washingtonoffice/ethicaleating/studyguide. pdf https://www.researchgate.net/profile/Martin_Donohoe/publication/10767354_Health_Issues_of_Migrant_ and_Seasonal_Farmworkers/links/00b4953791290e1ba9000000/Health-Issues-of-Migrant-and-Seasonal-Farmworkers.pdf http://www.farmworkerfamily.org/information
42
Scott Sanchez Alice Kuang Maggie Zoe Marin DES 154