What makes your approach innovative?
It is different because it does not approach this issue like all products are real food. It defines real food as anything that was once living or is derived from something that was once alive, or something that grew or ate something that grew, without chemical contamination or genetic modification. Murder By Food takes the approach that bad choices lead to death, and how the food system is not set up to make the best choice the easiest to obtain. By using marketing techniques to convey these points, it will teach people how to make better choices.
How will you sustain your solution?
Stage 1 - Blog, Facebook, Twitter, podcast, online newsletter, online petition, have people sign a "Life over Death" pact, downloadable content to pass out. Stage 2 - local chapters, fundraisers, design swag, online ads, corporate sponsorships, celebrity endorsement. Stage 3 - radio/tv ads, PSA's, talk show appearances, billboards, encourage support by major grocery chains. Stage 4 - public policy change.
What will be the impact of your solution?
Consumer consciousness and public policy change: 1. Modification of the definition of food, difference between food-like substances; 2. All products that are marketed as food will follow the guidelines for certified USDA organic foods; 3. All food producers will adopt fair trade and animal-friendly (i.e. free range or similar) practices; 4. A ban on advertising items that are not 90% real food; 5. These changes must be implemented by farmers and food item producers/manufacturers with no more than a 5% increase in the cost to the consumer.