StudioAPCO

In an effort to give consumers the knowledge and tools they need to adopt and maintain food safety behaviors, the USDA Food Safety & Inspection Service (FSIS) sought to develop a mass media campaign that would result in a measurable outcome that moved consumers from food safety behavior awareness to behavior change.

APCO, in partnership with ORC Macro, developed a multiyear national mass media campaign to communicate safe food handling messages to the public. The campaign included the development of a framework and platform for the strategic and creative approach, messages, delivery systems and evaluation components for the campaign.

We developed and tested messages and creative executions through formative research to gauge whether creative concepts were appealing, realistic, understandable and actionable.

StudioAPCO worked with the client and team to create and develop the “Be Food Safe” concept, brand/logo design and overall positioning. Our team then directed and produced a range of national advertising tools, including a series of four-color print ads, a television commercial and a series of radio commercials featuring a mnemonic jingle with original music and lyrics.