Burgers Against Obesity
Jamie Oliver’s Food Revolution started this season (April 2011) with a bang. Well, maybe a crash and bang. Sort of the type of loud and unpleasant racket associated with one’s crashing against a pretty solid wall of opposition and skepticism.
Not a good sound at all.
Americans (and increasingly the rest of the world) haven’t decided what they want when it comes to their food, no matter how healthy or unhealthy it is. Which makes them rather unwilling to give alternatives much of a place at the table – particularly not if the change requires someone we don’t know messing with our burgers and fries!
Hence our approach. We developed a true empowerment model for bringing about food change by way of confronting the issue from a different perspective. We don’t seek to do anything necessarily to the food. Instead, we seek to change the way in which we freely give our culinary businesses access to a more important ingredient – the nickels and dimes that we think little of when we readily walk through or literally drive by and pick up our diets to go.
See, our Nickel-a-Meal Campaign Against Obesity (or as we refer to it, Burgers Against Obesity) seeks to use the money we willingly pay to buy us more than a few menu items. We want to use the currency and our willingness to literally give these companies drive-by access to our credit cards and ATMs to demand a voice in what we eat and how it gets served to us.
And we believe we can quite literally bring about this kind of change in the form of just one nickel at a time.
HOW IT WORKS
The strategy is really quite simple.It’s a branding campaign that values our sense of familiarity with the message we like and our willingness to accept something back in exchange for a guarantee that our choices will ultimately be better.
Imagine seeing a familiar logo (such as the graphic of the 5 cents on this page) every time you go to a local fast food outlet or, for that matter, any other restaurant or grocery store that wants to participate.
With this symbol alone you’ll have the effective sense of participatory control that Ronald McDonald has exercises for generations. You’ll know that no matter what you eat, a small portion of the price is added on to your cost and then instantaneously whisked away from the food business and directly into the bank account of someone entirely different – a local, community supported, credible nonprofit agency whose mission is to use the resources they are provided to help make all food purveyors to want to offer better, healthier options.
It’s that easy. As simple, one might say, as getting an extra slice of cheese or super-sizing your selection. It pretty much just happens automatically.
NO SMALL CHANGE
The other pages of the site detail how the project comes together. And more importantly, they begin to review what happens when it becomes clear that Burgers Against Obesity is not a small-change initiative.
Quite literally, based on availabe industry statistics, it is not impossible that if every food outlet in just this country participated, local healthy food empowerment projects would pocket some 125,000,000 nickels that they could use to purchase a place for us at the decision-making table.
Some 125,000,000 nickels could enable us to directly contribute to building the menu and selecting the ingredients that make up our meals. And, as more and more people became involved because we like the food we help bring about, more and more nickels get to help us change the nature of fast and convenient food services.
Oh, and did we note – that’s 125,000,000 nickels EACH AND EVERY DAY OF THE WEEK!
THE BUSINESS OF CHANGE
The Nickel-a-Meal Campaign approach puts the burgers to work on our side of the scale. Food providers will begin to listen to their customers and the most innovative will showcase how more successful they can be because they play along – kind of like the way children want to go back for more because they are reward with the toys they like.
This is what empowerment is all about and why we think it is critical for consumers to have options if fast and convenient food stores are going to stay a part of our culture. There is no need for government involvement, and little that the outlets themselves have to do once we get the credit card or ATM system as the default.
RELATIVES / FRIENDS / INVESTORS
At this time we’re looking for your advice, your connections and the kind of access to charitable or other public benefit dollars to bring the concept to life. We believe that with the funding to start a national youth campaign to design the logo and the involvement of a few food outlets and the money transfer industry, Burgers Against Obesity will become something everyone is talking about.
And that’s the kind of buzz that good money loves to create.
If you know or have access to people with a realistic interest in investing in a different kind of food future, we’d love to chat. You can reach us by leaving a comment on any of the parts of this page or by writing to us directly at Nickel.a.Meal@gmail.com.