Food culture alliance
a new initiative from GAIN
Shape History partnered with the Global Alliance for Improved Nutrition (GAIN) to support a new global coalition across Kenya, India, and Indonesia draw attention to the transformative power of cultural change, shifting food consumption towards more nutritious and sustainable foods. Our work required a full messaging framework which effectively defined and socialised the concept of Food Culture, as well as a comprehensive strategy, narrative and comms to engage audiences.
We developed a new name and strapline, a comprehensive messaging framework, visual brand identity and ongoing communications strategy.
HIGHLIGHTS
Secured commitment from hundreds of stakeholders with our new narrative
Feature in Devex to put food culture on the radar of thousands of readers
Secured interest from donors and governments.
Digital following of over 1000 practitioners
ROLE
Creative Director | Brand Messaging | Brand Identity
We conducted a thorough sector analysis, engaged stakeholders, and facilitated co-creation workshops to understand how communications and advocacy could drive our agenda forward – and how food culture could be best framed and communicated to drive interest and action. This project is the most similar to you, requiring a global, regional and audience-specific framework, and facing a challenge that GAIN’s core audience of nutrition experts would likely not see the point in elevating food culture individually - preferring other approaches.
Throughout the year, we established a clear narrative with functional propositions - and tested this with priority audiences around the world. We then developed a visual brand, website, and an 18-month advocacy, communications and stakeholder engagement strategy and plan. The Food Culture Alliance officially launched in November 2023, strategically targeting the convergence of food, health, and climate. Our strategy has identified the most important stakeholders to target, with a mixture of events, learning sessions, interviews, and 1-2-1’s being designed to support effective engagement.