OUGD603 - Farm - 1 - Brief

Research Brief - Plough Monday

Brief 1: Farming

Background

Working endless hours in uncertain conditions, farmers are the producers and feeders of the world, however due to factors out of their control, gaining a profit or breaking even can be an exhausting challenge. Based on my experiences, their is little recognition for farmers as a lot of what they do is taken for granted. Farming is made up of a community of individuals who dedicate their lives to feeding the population whilst also taking care of the classic English countryside, however financial pressures are forcing working farms to close down.

Challenge

Based on primary and secondary research, communicate the raw, physical and labour intensive characteristics of farming and the positive impact they have on our countryside, economy and produce.

How can I reach a large audience?

Objectives

Research into current organisations
Create innovative ways in which the efforts of farmers can be recognised by everyone
Identify facts to back up my campaign
Try to find a solution that works with the countryside/equipment

Target Audience

General public
Farmers
Consumers
Government

Background Considerations

Farmers are stressed and busy - The outcome can not interfere too much with working life
Arable/Live stock

Background

One of Man’s greatest needs is for food, and throughout the centuries the farmer has played a most important part in the life of any community. Even today with all our nuclear power, rockets and spacecraft, we could not survive for long without the food supplied by the world’s farmers. If some disaster caused them to cease growing their crops or rearing their livestock, then quite swiftly our towns and cities would come to a standstill, and our whole civilisation would collapse.

Problem

Farmers are not being recognised for their hard work and commitment to producing which is not only reflected by the pay slip but also the general public. Recent observations on social media and numerous farm visits has highlighted a negative light shed on agriculture by the general public. Vegans and animal rights groups naming and shaming farms on social media for the 'inhumane' conditions and treatments of farm animals are stopping farmers from getting on with their job. Not only are farmers faced with the daily challenges such as poor prices, weather and a lack of labourers but also paranoia. 

Objectives

Shed positive light on the world of agriculture

Start conversation

Increase peoples understanding and appreciation of farming and how much it has benefited our society. 

Communicate the labour intensive nature of the occupation through manual processes

Target Audience

Farmers
Designers
General public 

Deliverables

Publication - Distribute the outcome in physical format in order to get in directly into peoples hands

Key Themes 

Growth

Raw
Manual Labour
British countryside
Nature / Industrial