Building safer food practices from farm to table

GIZ

A behavior-change campaign connecting farmers, food businesses and families around safer practices—from food production and handling to everyday preparation.

Role

Art Director

LOCATION

Cambodia

FORMAT

Awareness Campaign, Educational Videos & Community Activation

Challenge

Food safety remains a serious public-health concern in Cambodia, with risks spanning pesticide use, contamination, handling and hygiene. Awareness of safe practices is especially limited in rural areas, creating a need to educate consumers, sellers and producers across the whole food chain and inspire practical behavior change from farm to table.

Approach

Food Roots showed that food safety begins with every choice involved in growing, selling, cooking and eating. A behavior-change strategy connected an animated educational series with social storytelling, print materials, a practical booklet and community events featuring interactive booths and games.

Shared Responsibility Across the Food Chain

The identity supported the campaign’s central message that food safety cannot be achieved by consumers, vendors or producers acting alone.

Guidance for Every Stage

The three-part series tailored food-safety advice to consumers, vendors and producers while showing how their responsibilities are connected.

Outcome

The campaign made food-safety guidance approachable and relevant to the different people responsible for it. By following the journeys of farmers, vendors and consumers, it transformed technical education into a shared sense of responsibility and practical action across the food chain.