A billboard campaign to generate curiosity in a plant-based diet : a Maltese cuisine perspective

Abstract

This research project develops a set of billboard designs aimed to be part of a larger campaign to encourage viewers to try plant-based alternatives with a focus on well-known Maltese dishes as a strategy to target the Maltese population. Research included campaign development, and the Theory of Change and Theory of Action, as well as research into billboard advertising and design. The literature review focuses on the cultural and perceptual challenges of promoting the move away from the consumption of meat and dairy products. The methodology closely follows the Theory of Action, as well as research of the campaign topic, in order to rationalise graphical design and create text for the billboards. Results produced design elements that are transferable to different media, as well as possibilities for the possible expansion of the current campaign, into a broader educational campaign.