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The advertisement above as made by me; Sakhi Ganeriwala as a student of Mahatma Gandhi International School. As part of our 10 grade assessment process, we were asked to choose a social or environmental issue and formulate its awareness through an ad. We were provided with equipments and any other resources we required from the school and were provided quality help from our moderators and teachers. As everyone chose different topics, I chose food wastage. In the beginning of my project, I conducted a survey to choose between three issues; food wastage, monuments and air pollution. Being the 2nd most wanted, food wastage fascinated me and I felt it to be a different issue.
As I researched deeper into my chosen topic, I did not want to create an advertisement on simple ‘waste of food’, of how it happens. I found out, people had various reasons or in better words, excuses to wasting food. Therefore, I developed an advertisement displaying the different excuses of food wastage.
I feel today, beggars including children, adults and people of all age groups try and find ways to earn money; try and find excuses for people to lend them money so they can sleep with filled stomachs. On the other hand, people living in proper living standards come up with excuses to wasting food. Amazing contrast, isn’t it?
So many people sleep with an empty stomach along the hope of earning a bit of money the next day. Moreover, people like you and me do not take into consideration this fact. While throwing our food away, we don’t think about those people on the street-those which can be fed and nourished from the food we throw away. These were some of the reasons I chose this particular topic.
Food Wastage attracted me as I thought of it as a major issue, especially in my community with the population bands and the food crisis. To figure out which excuses were popular; I conducted surveys through the society. As you see above, the three popular issues turned out to be- ‘too much food’, ‘not tasteful’ and ‘I don’t like it!’
Though I found these to be extremely lame excuses, it was the real truth; the truth that I wanted to spread through different people and make them aware of such an issue. Through our 2 month project, I collected actors, substituted them, decided sets, costumes and mainly; my target audience. Taking up a social issue, I had to be extremely clear on who I was targeting. Finally, I decided to target the adolescent age group. As I was shooting on my school campus, it gave me a good link. I could link my advertisement on the basis of the school context and student population.
Also, to make my advertisement extremely symbolized, each and every shot and scene in my ad is filmed in the cafeteria of my school. Though this is an unnoticeable fact, I felt this to have extreme symbolizes with my topic and its aura.
