“Between March and June 2022, 16 million people in the UK cut back on food.” ONS, 2022.
What started as a design project exploring food scarcity (otherwise known as ‘food insecurity’) developed into a campaign seeks to raise awareness about how food poverty is affecting working people’s everyday foodshop, using the vernacular of supermarket packaging as a graphic device to highlight changes is shopping habits, revealing what is left of food items once people have ‘cut back’.
Cutting Back combines copywriting and graphic devices to create a compelling narrative of people’s lived experiences of living with food insecurity. Exploring the potential of design as a tool to highlight problems and raise awareness.